He Sold 12,000,000 DUBAI CHOCOLATE Bars and Outsold Cadbury in the UK

For a month in 2025, a Dubai chocolate brand outsold Cadbury Dairy Milk in the UK .

They launched just months earlier, with nine flavours, zero retailhistory, and a founder who'd failed six times before getting here.In this episode, we discuss:

The distributor strategy that contradicts everything the big FMCG brands taught him and why it got Meltz to 48 countries faster What a signed distribution agreement actually signals about the person across the table (it's not what most founders think) The story of a founder who handed over North and South America before selling a single unit and the 16 months he'll never get back Why building a premium product isn't enough — and the brutal lesson six failed brands finally taught him The exact threshold that told Mohit it was time to stop contract manufacturing and buy the factory outright

Mohit Mirpuri spent 15 years in FMCG trading before building Meltz — a Dubai chocolate brand now in 48 countries with 12 million bars sold and 62 SKUs in its portfolio. He launched in four months, hit 200,000 bars a week in the UK alone, and reached the 12 million bar milestone by February 2025. This episode is the unfiltered version of how that happened — andwhat almost stopped it. Guest links:- Instagram: https://www.instagram.com/meltz_dubai/- Website: https://meltzdubai.com/ Shelf to Scale is a weekly podcast for consumer brand founders navigating distribution, retail, and international scaling. Hosted by Devesh Tilokani.