Muse widens ice cream line to 42 flavors.
BEIRUT: Knafeh and ashta but also mulberry, passion fruit, strawberry, and apple are among the ice cream flavors high-end chocolate concept store Muse, located in Downtown Beirut's Wadi Hills, has introduced as part of its new ice cream line launched this week.
Muse presented over 30 flavors of their overall 42 different ones. The ice cream was served with toppings like dried corn, walnuts and pistachios, further adding an Arabic vibe to the Muse concept. Ready-made ice cream desserts such as ice cream sandwiches mixed with misk were also available. "We have a variety of options so that the customer decides on what he prefers best," said Ziad Koronfol, the brain behind Muse Chocolates.
Muse first opened its doors in March to introduce its innovative and original concept of chocolate to Beirut, presenting a unique concept to the Lebanese market.
Not only does it focus on creating chocolate with high quality in taste, but it also strives to maintain its innovative idea of adding an Arabic vibe to its sweets, mixing its chocolate with Arabic desserts such as tamriyya, ashta and knafeh.
"We do not want to be just another chocolate shop" Ziad Koronfol said. "So we enhanced the fusion between chocolate and Arabic desserts to create an enriched Arabic modern concept."
The owners of Muse -- Ziad and his brother Abdulrahman -- have over 40 years of experience in the chocolate and ice cream industry.
Muse also offers a wide array of sweets such as marzipan, mini eclairs, zaatar biscuits dipped in chocolate, truffles mixed with dates and cheesecake filled chocolate bites.
The shop even introduced "crackle pops," a Lebanese candy that crackles in your mouth when eaten, into some of its chocolate.
Muse also has a new collection made specially for Ramadan. The chocolate is mixed with over 14 flavors of dates, misk and other Arab dessert combinations.
Their No. 1 hit so far is their chocolate burger, with the two buns made of chocolate and the meat made of a soft cookie.
The store also makes giftware items and caters to many occasions such as weddings, anniversaries and baby showers. "For baby showers, different concepts are created every season" Abdulrahman Koronfol said. "It also depends on the gender of the baby, and the concept the clients are leaning toward."
"For weddings, catering is all customized according to what the couple wants. For instance, we don't sell cupcakes, but we make them for occasions like these," he added.
When asked about coming plans on the Muse concept, the Koronfol brothers said that they surely aim to expand internationally.
"Muse started out as a concept, but we directly considered expansion in all ways -- franchises, big or small, kiosks, everything" Abdulrahman said.
In addition to their chocolate factory located in Sodeco, Beirut, Muse has another factory located in the United Arab Emirates, which caters for the Gulf market and has been in operation for over 10 years.
"Muse created a concept to transcend borders, one that can work in locations anywhere in the world, whether Japan, London or New York," Ziad added.
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