Our story
Innocent Sweets began with a craving.
For something truly sweet, without the side of guilt.
What started as a kitchen experiment turned into a mission: to make better treats that taste incredible, feel good, and fit real lives. Today, we’re proud to bring you sweets made without gluten, dairy, or refined sugar – and always free of compromise.
Wholesome Goodness, Always
How it all started
A Note from Our Founder
A few years ago, life threw me a bit of a curveball. I developed an allergy to gluten and was told to avoid dairy and refined sugar too. For someone with a serious sweet tooth, it felt like all the joy had been taken off the table.
So I went back to something that had always brought me comfort: baking. I put on my apron and got to work, determined to create sweets I could actually enjoy. One batch led to another, and soon my kitchen was filled with little creations that were both nourishing and delicious.
It started as a personal project, but quickly grew. First my family loved them, then friends, then friends of friends… until I simply couldn’t keep up in my home kitchen anymore.
That’s how Innocent Sweets came to life. We launched in Beirut on October 10, 2018, with one clear promise: to make treats that are free from gluten, dairy, and refined sugar, but never free from joy or flavour.
In 2023, we opened our first store in Dubai. And today, it’s still the same mission – to bake with care, with purpose, and always with heart.
With love, Maya
A bakery-inspired brand, grown up
Where we are today
In 2024, following early success, we made the decision to take our products from cafés and counters to retail shelves.
Innocent Sweets now operates at an industrial scale, with a growing lineup of treats stocked in cafés, concept stores, and retail outlets across the region.
We’ve scaled up, but stayed true to the warmth and care that defined us from the start.
Open to Ideas, Looking Ahead
We’ve come a long way, from small-batch beginnings to a growing regional presence, and we know that great things happen when the right people team up.
We love working with those who care about quality as much as we do. Whether you’re exploring co-manufacturing or distribution, we’re always open to new conversations with the right partners.
Get in touch or email us directly at partners@innocentsweets.me
Our Latest Highlights
Excellence Award, 2025
Founder Maya Moghrabi was named Best Health & Food Entrepreneur by Gulf News, a proud moment for her and all of us at Innocent Sweets. A celebration of dedication, creativity, and better-for-you indulgence.
A Walk of Wonder
Back for a second year, we returned to Salon du Chocolat to share Innocent Sweets; and just like last time, Maya’s energy found its way to the runway, modelling a chocolate dress crafted by one of the event’s chefs.
From Kitchen Whisks to a Brand
Born from a dietary need, this story unfolds into one of grit, growth, and chocolate-fuelled ambition. In this episode of HerTalks interview: motherhood, borders crossed, and a brand scaled without losing its homemade soul.