Avvali: Sweet Memory
“Halva for me is history, heritage, and tradition. It is a connection between generations,” says Abdulatif Kholmatov, director of Avvali, a well-known Kokand halva brand.
A brand with a history spanning more than three decades has turned traditional halva into a gastronomic symbol of the country — right from Kokand, in the heart of the Fergana Valley. Avvali not only preserves the taste familiar from childhood — it strives to glorify the country through the culture of hospitality and become that sweet souvenir which tourists take with them as a memory.
In this interview, the director of Avvali shares the brand’s philosophy, its path of development, and how a simple dessert became a source of national pride.
From Inspiration to Brand
The idea of creating the Avvali brand was born after one of its founder’s trips to Turkey.
“When you return from there, you always bring back lokum and baklava. We wanted people to be able to take a sweet souvenir from Uzbekistan too — not just a dessert, but a memory of warm, sunny, and hospitable Uzbekistan,”
Thus, was born the goal: to create a national product that could be proudly presented to the whole world — something more than just a treat. In 2016, the company underwent rebranding to enter the international market and meet new standards of quality and packaging, while preserving the most important things — the soul, the recipe, and the taste of authentic Kokand halva. Today, Avvali exports halva to the USA, South Korea, and CIS countries. A branch has already been opened in Almaty, and in the near future, representative offices are planned in Turkey, the UK, and the USA. The brand is confidently moving toward becoming a sweet symbol of Uzbekistan abroad.
Kokand Halva: The Taste of History
Kokand halva was not chosen by chance for this mission — to glorify Uzbekistan through taste, as it perfectly embodies a flavor worthy of becoming the country’s calling card. With its refined taste, crumbly texture, and rich heritage, it seems to have been made for this — unlike its regional “sisters.” It is no coincidence that Kokand is considered the birthplace of the very flavor that was later replicated throughout the country.
“We use a classic national recipe, but with our own approach. Just like with plov — the recipe is the same for everyone, but each cook gives it a unique taste. People have come to love our version — and that’s what matters most,”
For Avvali, it is important to preserve the soul of tradition while keeping up with the times. Today, the production is half-automated, yet the key stages are still carried out by hand.
“The hands of the master are still irreplaceable. It is in them that the soul of halva lives,”
More Than a Dessert
The uniqueness of the Avvali brand lies not only in its delicate taste but also in the emotions it evokes. Each package of halva is not just a sweet treat, but a visual and cultural journey through Uzbekistan. The boxes feature legendary landmarks of Samarkand, Bukhara, and Khiva, while the texts tell the story of great monuments that preserve the spirit of those times.
“We want a person, upon tasting the halva, not just to feel full, but to be inspired by the history and remember this taste for a lifetime,”
Closer to People, Further into the World
At Avvali, feedback is valued: every letter and review, especially from abroad — whether from Latvia, the USA, Australia, or Indonesia — inspires and motivates.
“Criticism makes us stronger, and kind words — happier,”
Focusing on the interests and tastes of its customers, the brand constantly experiments. This is how original novelties appeared — halva with trendy Dubai chocolate and vibrant raspberry halva, which became Kholmatov’s personal favorite. Avvali is also open to creating entirely new sweets — perhaps ones the world has not yet known. What matters most is that each piece should retain its soul and national character.
