CONNECTOR.AE 56 CONNECTOR.AE 57 LIFESTYLE LIFESTYLE At the time, Muna was on a career break, contemplating whether to return to the corporate world or take the leap into business. Ultimately, her desire to create something of her own won out and she decided to follow through on her vision. Muna’s background in corporate environment proved invaluable to her entrepreneurial venture. “My background in business development and corporate strategy gave me a solid foundation and my career journey as a whole shaped my business acumen, resilience and ability to manage relationships. All of these things became invaluable when I made the leap into entrepreneurship”, notes Muna. What Sets CrACKLES Apart? In an industry filled with innovative desserts, standing out is key. For CrACKLES, it’s all about offering more than just a sweet treat. “We don’t just sell rice crispy treats; we sell an experience”, Muna says. “We’ve taken a simple nostalgic snack and elevated it with high-quality ingredients, unique flavours, and customisation options that make it perfect for gifts, events and even corporate branding.” Keeping things fresh is also a priority. Pioneers in the food and beverage industry understand that freshness applies not just to ingredients, but to ideas and experiences as well. CrACKLES is continuously experimenting and this is certainly one of the secret ingredients of their success. Muna adds: “We’re constantly innovating. Whether it’s limited-edition flavours, seasonal collections or collaborations, we make sure there’s always something new and exciting for customers of all ages.” Inspiration And Advice For Young Entrepreneurs As a female entrepreneur in the UAE, Muna has found the business environment to be incredibly supportive. “Honestly, I’ve never felt that I had to work harder because I’m a woman. In fact, I’ve found that people in the UAE genuinely want to support female entrepreneurs. There’s a strong network of women in business here, and while there’s room for more collaboration and support among women, I’ve also found great opportunities within these communities.” However, running a business in the food and beverage industry comes with its own set of challenges. “Of course, every business has challenges, especially the F and B space, where “We don’t just sell rice crispy treats; we sell an experience” “We make sure there’s always something new and exciting for customers of all ages” Muna’s journey with CrACKLES is proof that great businesses often start with a simple idea and the courage to pursue it. For aspiring entrepreneurs, her advice is clear: “Find something you love, take the leap and don’t be afraid to evolve.” What’s Next For CrACKLES? With a strong foundation built, the focus now is on expansion. ‘‘Believe in your brand. If you don’t, no one else will.’’ trends change fast and competition is fierce. But I see that as part of the excitement. Success in this industry comes down to consistency in quality and creativity. You have to keep evolving, maintain top-quality standards and find ways to stand out. That’s what keeps CrACKLES fresh and exciting”, Muna explains. Muna had also managed to secure capital investment for her business idea on Shark Tank Dubai, the famous business reality-television series. For many young entrepreneurs and founders of startups, appearing on Shark Tank is a dream opportunity. When the chance to pitch CrACKLES on Shark Tank Dubai arose, she seized it without hesitation. “It was an unforgettable and amazing experience”, Muna recalls. “One of my favourite shows, and suddenly, I was on it, pitching my business!” Muna’s biggest advice for young entrepreneurs looking for investment? “Know your business inside out. Investors aren’t just looking for great ideas. They want to see founders who have grit, passion and the ability to execute and adapt. Most importantly, believe in your brand. If you don’t, no one else will”, Muna emphasises.
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