The story
Kris Fade, born Kristan Fahd in Sydney, moved to Dubai in 2008 and hosts The Kris Fade Show on Virgin Radio. After struggling with his weight and mental health, he began sharing his fitness journey online and tagging posts #FadeFit; other people picked up the hashtag and asked him for advice. Shopping for his two daughters, he kept finding that healthier snacks were expensive and did not taste good. That led to Fade Fit's first product, Choco Loco, a children's snack made with dates and cocoa, which he launched with 30,000 dirhams of his own money. The business has stayed self-funded and expanded into adult snacks and protein products. A major distribution win came when Starbucks agreed to stock Fade Fit, and by 2025 the brand had around 20 products sold in Starbucks across the UAE, Saudi Arabia and Qatar.
By the numbers
Their company
UAEFood & hospitalityFade Fit
UAE healthy snack and protein brand founded by radio host Kris Fade
On Founding MENA
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