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. 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.
From A Birthday Treat To A Business Venture
Muna Rahim, a ‘corporate executive-turned-stay-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.
“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”.
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 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.
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.
“I want CrACKLES to be synonymous with rice crispy treats. A brand instantly recognised for its quality, creativity and unique take on a nostalgic favourite treat”, Muna says.
Over the next five years, she envisions strengthening the brand’s presence in the UAE, expanding into regional markets, and establishing a retail presence. But at its core, CrACKLES will always be about one thing: bringing joy through nostalgic yet innovative treats. “No matter how much we grow, that will always remain at the heart of what we do”, Muna insists.
In Muna’s story and the journey of CrACKLES, we find not just another success story in the world of food and beverage industry, but also an inspiring testament to the power of creativity, determination, and the joy of building something truly special. We applaud Muna and all her team members in creating something wonderful, creative and nostalgic, out of something as simple as rice crispy treats. We look forward to the growth and evolution of CrACKLES under the guidance and supervision of Muna’s inspiring leadership.
