A hashtag on Kris Fade's gym posts became a snack brand started with 30,000 dirhams. Fade Fit now sells through Starbucks in the UAE, Saudi Arabia and Qatar.

Before Fade Fit was a snack brand, it was just a hashtag Kris Fade used on his gym posts.

As people started following his fitness journey, the name stuck. Then a separate problem gave it a business: Kris was struggling to find healthier snacks for his daughters that were affordable and actually tasted good.

He launched Choco Loco with 30,000 dirhams, then expanded Fade Fit into adult snacks and protein products.

By late 2025, the brand had around 20 products on shelves, including distribution through Starbucks in the UAE, Saudi Arabia and Qatar.

What started as a fitness hashtag had become a consumer brand sold across the Gulf.

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