Sweet Roots
Indulge in the rich flavours of Arabian heritage with our exquisite treats, Kleicha.
Born from the heart of Iraqi tradition, our delicacies are crafted with passion and precision. Inspired by time-honoured recipes passed down through generations, our Kleicha brings the authentic taste of the Middle East to your table. Our Kleicha promises an unforgettable culinary journey.
Join us in celebrating the essence of Arabian culture and tradition with every mouth-watering bite.
Who We Are
Ibrahim ALI :
Founder of Sweet Roots
Meet Ibrahim, the visionary behind Sweet Roots, a burgeoning enterprise specializing in the creation of traditional Middle Eastern desserts, particularly the beloved delicacy, kleicha.
At the age of 15, Ibrahim embarked on an entrepreneurial journey that would soon transform his passion into a thriving business. Inspired by fond memories of baking kleicha with his mother and encouraged by the enthusiastic response of friends and family, Ibrahim saw the potential to turn his culinary talent into a business venture. He took their words to heart and embarked on a mission to elevate the age-old recipe to new heights.
Established in 2021, Sweet Roots was initially conceived as a means for Ibrahim to achieve a personal savings goal. However, what began as a simple pursuit soon evolved into something much greater. Within a year, Ibrahim not only reached his financial milestone but also discovered a profound sense of purpose and fulfilment in sharing his heritage through the art of baking.
Despite achieving his initial goal, Ibrahim made the difficult decision to temporarily set aside Sweet Roots, leaving the business behind as he pursued other endeavours. Yet, the allure of his culinary interests and the desire to preserve and celebrate Iraqi tradition beckoned him back.
In 2024, Ibrahim made the bold choice to resurrect Sweet Roots, infusing it with renewed passion and determination. No longer solely driven by financial objectives, his vision for Sweet Roots has expanded. It’s now a mission to create a business that embodies the essence and authenticity of Iraqi cuisine while captivating taste buds and hearts alike.
With Ibrahim at the helm, Sweet Roots isn’t just about profits; it’s about honouring cultural heritage, fostering community, and crafting experiences that transcend the boundaries of taste. Through Sweet Roots, Ibrahim seeks to preserve the rich flavors and traditions of his homeland, ensuring that every bite of kleicha is a nostalgic journey and a celebration of heritage.