CONNECTOR.AE 54 CONNECTOR.AE 55 LIFESTYLE LIFESTYLE Connector In Conversation With Muna Rahim, The Woman Behind ‘CrACKLES’ Some of the best entrepreneurial ideas are born in the simplest of moments. For Muna Rahim, the founder of CrACKLES, a gourmet rice crispy treat brand, that moment came during her daughter’s birthday party. “I had made a batch for my daughter’s party, and everyone kept asking where they could buy them”, Muna recalls. “That got me thinking: Why weren’t rice crispy treats getting the same love as, say, cupcakes or cookies? That was my lightbulb moment.” With that idea in mind, Muna set out to create a brand that would not only elevate this classic snack into something gourmet and customisable, but also make it a fun and memorable experience for customers of all ages. “From there, I went all in, experimenting with flavours, refining the texture, and ultimately building a brand that brings smiles to people’s faces and nostalgia with a modern twist”, Muna says. Leaving The Corporate World For Entrepreneurship Leaving behind the stability of a corporate career to pursue a passion project is never easy, but for Muna, it was a risk worth taking. “I’ve always had an entrepreneurial spirit, but what really drove me was my passion to create. I wanted to create something of my own, something that brought people joy”, Muna shares. “When I saw the potential for CrACKLES, I knew I had to take the leap.” What started as a fun homemade dessert soon sparked a business idea that would take this nostalgic childhood snack and transform it into something entirely unique, both creatively customisable and tasty. Launched in April 2021, CrACKLES quickly found its niche, blending premium ingredients with innovative techniques to transform a childhood favourite into a sophisticated sweet treat. Today, CrACKLES boasts a variety of irresistible flavours, catering to everyday sweet cravings, bespoke event treats, and corporate gifting. Available across Dubai and the UAE via major delivery platforms and pop-up events, the brand is already well recognised, earning awards and nominations in the region. For young entrepreneurs seeking inspiration, Muna’s story speaks to the power of passion, creativity and taking a leap of faith. From leaving a stable corporate career to securing an investment on Shark Tank Dubai, she has built a brand that stands out in the competitive food and beverage industry. Connector spoke with Muna Rahim to explore her journey, challenges and what it takes to build a thriving food business in today’s market. FromA Birthday Treat To A Business Venture Muna Rahim, a ‘corporate executive-turnedstay-at-home mom’, is the founder and creator of CrACKLES, a Dubai-based dessert brand specialising in gourmet, rice crispy treats, the first of its kind in the UAE. Muna grew up in Canada, where ‘crisped rice and gooey marshmallow treats have been making memories for both kids and adults for generations’. Muna moved to the UAE in 2008 and had worked in the corporate world for many years until she found her calling in the food and beverage industry. Every great business starts with a lightbulb moment, and for Muna, that moment came when guests at her daughter’s birthday party couldn’t stop talking about her homemade rice crispy treats which became an instant hit.
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