Dubai Chocolate How It Won the Internet

A Taste of Dubai: How a Viral Chocolate Bar Conquered the Internet and UK Shops

A unique chocolate bar, born in Dubai, has captured global attention and sparked a frenzy in British supermarkets. The confection blends milk chocolate, pistachio paste, and tahini with the crispy texture of shredded phyllo pastry, known as kataifi or knafeh pastry. This creation draws inspiration from Knafeh, a traditional Middle Eastern dessert famed for its contrasting textures and sweet, nutty profile. Online platforms, especially TikTok, propelled this treat into the viral spotlight, transforming it from a niche product into a must-have item. Now, shoppers across the UK are encountering versions of this bar, often labelled simply "Dubai chocolate", on the shelves of major retailers.

The original bar, named "Can't Get Knafeh of It", is the product of FIX Dessert Chocolatier, a Dubai-based company. Its immense online popularity means it remains highly exclusive in its home market, available only through specific delivery apps during short daily windows, often selling out rapidly. This scarcity initially fuelled its desirability. Meanwhile, large confectionery companies and supermarket own-brands in Britain recognised the trend. Versions produced by brands like Lindt, and retailers including Lidl, Waitrose, Morrisons, Sainsbury's, Ocado and Home Bargains, have appeared, attempting to replicate the flavour profile and capitalise on the social media hype. Demand has been so high that some stores implemented purchase limits.

An Idea Born from a Craving

The concept for this unique chocolate originated with Sarah Hamouda, co-founder of FIX Dessert Chocolatier, in 2021. During her pregnancy, Hamouda experienced a strong craving for Knafeh, a dessert deeply rooted in her British-Egyptian heritage and childhood memories. This specific desire sparked the idea to incorporate its distinctive flavours and textures into a chocolate bar. She shared this vision with her husband and eventual business partner, Yezen Alani. Neither had prior professional experience in chocolate making, but they began experimenting in their living room while maintaining their corporate jobs. A year later, in 2022, they officially launched FIX Dessert Chocolatier online.

Their shared background, having grown up in the UK before moving to the UAE, informed their creative process. Alani explained their goal was to develop flavours reflecting this dual heritage, merging Middle Eastern tradition with contemporary tastes. Initially, business was slow, sometimes selling only one bar per week. Hamouda focused on perfecting the Knafeh-inspired bar, aiming to capture the specific texture and taste reminiscent of her mother's homemade version. Achieving this balance between the crunchy kataifi pastry, creamy pistachio, earthy tahini, and sweet chocolate was their first major challenge and significant achievement.

TikTok Fame Ignites Global Frenzy

The turning point for FIX Dessert Chocolatier arrived unexpectedly via TikTok. Although the founders initially hesitated, they sent samples to local food influencers. In 2023, content creator Maria Vehera posted a video trying the "Can't Get Knafeh of It" bar. The ASMR-style clip, showcasing the bar's satisfying snap and the sight of the rich, green pistachio filling oozing out, captivated viewers. This single video rapidly accumulated millions of views and likes, currently standing at over 6.7 million positive reactions. It triggered an avalanche of interest and orders – reportedly over 30,000 almost overnight – which overwhelmed their systems and crashed their delivery app.

The chocolate bar seemed tailor-made for social media success. Its visually appealing design, with green speckles decorating the smooth milk chocolate surface, and the audible crunch when broken, created highly shareable content. While pistachio and chocolate combinations existed previously, the specific inclusion of toasted kataifi pastry offered a novel textural experience – crispy yet creamy. The bar's exclusivity, requiring purchase through a delivery service within the UAE at a premium price point (around £15 or US$21), further amplified its allure online. This viral moment transformed FIX from a small home-based operation into a rapidly scaling business, proving the immense power of social media trends in the food industry.

Image Credit - BBC

Replicas Arrive on British High Streets

The viral success inevitably attracted competitors. While the original FIX bar remained an exclusive Dubai purchase, similar products began appearing in British supermarkets. Retailers like Morrisons, Lidl, Waitrose, and Home Bargains introduced their own versions, often marketed under the generic name "Dubai chocolate". Packaging frequently featured images of pistachios and pastry, evoking the original's key ingredients. This swift move by major players demonstrated the rapid commercial response to online food trends. Consumers eager to try the talked-about treat now had accessible, albeit different, options close to home.

The influx of these lookalike bars prompted rationing in some locations. Waitrose, for example, limited customers to buying just two of its Lindt-produced version at a time shortly after launch, aiming to manage stock levels amidst high demand. Other supermarkets reportedly implemented similar restrictions. Digital content creators noted retailers strategically placing these chocolate bars near checkouts, maximising impulse purchases driven by the online buzz. This widespread availability, however, presented a challenge to the original creators. Yezen Alani expressed irritation at these imitations, viewing them as lower-quality copies that potentially diluted the unique identity and artisanal value of the FIX brand.

Comparing the Contenders: Authenticity vs. Accessibility

Significant differences exist between the original FIX "Can't Get Knafeh of It" bar and the replicas found in UK stores. FIX positions its creation as a premium dessert experience, best enjoyed fresh after a meal. It requires refrigeration and has a relatively short shelf life, underscoring its handcrafted nature. The competitor products, conversely, are designed for mass retail. Companies formulate these alternatives for longer shelf stability, allowing them to sit on store displays for extended periods without refrigeration. This fundamental difference reflects contrasting production philosophies: artisanal freshness versus commercial convenience and scale.

Lindt's version, priced around £10 in Waitrose, offers a notable comparison. It differs visually from the FIX bar, appearing significantly thinner – almost half the thickness of the chunkier original. Its shape and texture more closely resemble a standard mass-market milk chocolate bar. While it incorporates pistachio and crispy elements, the overall taste profile and textural experience diverge from the specific balance FIX aimed to achieve. Other replicas purchased from convenience stores also showed variations, lacking the precise richness and textural contrast highlighted in reviews of the original Dubai creation. These differences highlight the challenge of replicating a niche, handcrafted product for a mass market.

Handcrafted Quality Comes at a Price

The £15 price tag of the original FIX bar often draws consumer comment. Alani addressed this by emphasising the meticulous, labour-intensive process behind each bar. Unlike large-scale manufacturers using automated processes, FIX relies entirely on human craftsmanship. The team sources high-quality, carefully selected ingredients, avoiding readily available bulk materials. Every stage, from cooking the filling and tempering the chocolate to hand-casting the moulds and individually inspecting pistachios, involves detailed human attention. This artisanal approach contrasts sharply with the industrial production methods used for typical confectionery like Cadbury bars, justifying the premium positioning.

The business's transformation following its viral moment was dramatic. Initially, Alani and Hamouda managed operations with perhaps one helper, fulfilling only a handful of orders daily. The TikTok explosion forced rapid scaling. Their team expanded significantly, growing to around twenty members dedicated to producing the bars. Despite this growth, production capacity remained limited compared to mainstream brands, reaching approximately 500 bars per day. This deliberate focus on quality over quantity, even amidst overwhelming demand, underscores their commitment to the original vision: a premium, handcrafted dessert chocolate, not just another mass-produced candy bar. Maintaining this standard remains central to the FIX brand identity.

Balancing Act: Scaling While Staying True

The journey from a home kitchen experiment to a viral sensation presented significant personal and operational hurdles for Sarah Hamouda and Yezen Alani. Juggling the explosive growth of FIX Dessert Chocolatier with the demands of raising a young family proved immensely challenging. Alani openly acknowledged moments where the pressure nearly led them to abandon the venture entirely. The initial goal was simple survival: ensuring they could meet their financial obligations and provide for their family. This grounding objective helped them navigate the overwhelming initial surge in demand and the complexities of rapidly scaling their operations from scratch.

Building the business required immense personal investment and sacrifice. Moving from corporate careers into the unpredictable world of artisanal chocolate making, particularly with a product that suddenly required mass attention, tested their resilience. Hamouda’s initial pursuit was driven by a desire to recreate a cherished flavour memory, a personal passion project. Transforming that passion into a viable, growing business under the intense spotlight of viral fame demanded new skills in logistics, team management, and supply chain sourcing, all learned under intense pressure. Their success story highlights the often-unseen personal struggles behind entrepreneurial achievement, especially when amplified by social media.

Image Credit - BBC

Beyond Knafeh: Exploring New Flavours

While the "Can't Get Knafeh of It" bar remains FIX Dessert Chocolatier's signature product, the company offers a wider range of inventive flavours. Their online presence showcases other creations, hinting at a broader culinary vision beyond the viral hit. Flavours like "Mind Your Own Biscoff," "Cereously Chewy," and "Espresso Yourself" demonstrate a playful approach to incorporating popular tastes and textures into their chocolate bars. This variety suggests a deliberate strategy to build a brand identity based on innovation and quality, rather than relying solely on the fame of one product. Exploring these other options allows FIX to appeal to different palates and potentially capture recurring customers.

The development process for each flavour likely mirrors the care taken with the original Knafeh bar. Sourcing specific ingredients, perfecting textural contrasts, and ensuring a premium feel remain core tenets. This commitment to variety and quality positions FIX as more than just a one-hit wonder. It allows the brand to cultivate a reputation for gourmet chocolate experiences, potentially insulating it from the fickle nature of viral trends. As competitors focus on replicating the Knafeh concept, FIX continues to innovate, building a more diverse and potentially sustainable product portfolio that reflects the founders' creative fusion of cultural influences and modern tastes.

The Copycat Conundrum: Quality vs. Quantity

The proliferation of "Dubai chocolate" replicas raises questions about authenticity and market saturation. While imitation might be seen as flattery, it also presents challenges for the originators. FIX built its reputation on specific, high-quality ingredients and meticulous handcrafted techniques, resulting in a premium product with a distinct texture and taste profile. Mass-produced versions, engineered for longer shelf life and lower price points, inevitably compromise on some of these elements. Consumers trying a supermarket replica first might form an inaccurate impression of the original concept, potentially undervaluing the craftsmanship involved in FIX's bars.

This dynamic is common with viral food trends. Initial excitement drives demand, which larger companies quickly move to satisfy with more accessible, scalable alternatives. While this broadens exposure to the concept, it can dilute the unique selling points of the original creator. For FIX, the challenge lies in communicating the value proposition of their premium product amidst a sea of cheaper lookalikes. Their limited availability and higher price point become markers of authenticity and quality, distinguishing them from the mass-market versions. Maintaining this distinction is crucial for the brand's long-term identity and success beyond the initial viral wave.

Sensory Showdown: The Taste Test

Descriptions comparing the original FIX bar and its mass-market counterparts highlight significant sensory differences. The FIX bar receives praise for its substantial thickness and the pronounced crunch of the well-integrated kataifi pastry against the smooth, rich pistachio cream and quality milk chocolate. Reviewers often note the generous filling and the authentic Knafeh-inspired balance of sweet, nutty, and slightly savoury notes from the tahini. The texture is described as a key differentiator – genuinely crispy pastry contrasting with the yielding filling, a quality difficult to maintain in a shelf-stable product. The visual appeal, with vibrant green pistachio visible beneath the chocolate, also contributes to its premium perception.

In contrast, supermarket versions, including those by established chocolatiers like Lindt, often present a thinner profile. The crisp element, while present, might be less pronounced or resemble brittle rather than the distinct layers of fine pastry. Some describe the filling as sweeter or less intensely pistachio-flavoured compared to the original. The overall experience leans more towards a standard filled chocolate bar with an added crunch, rather than the specific dessert-inspired creation FIX intended. These distinctions underscore the challenges of translating an artisanal concept, optimised for freshness and specific textures, into a product suitable for widespread, ambient retail environments. The necessary compromises often alter the fundamental character of the treat.

Image Credit - BBC

TikTok's Culinary Conveyor Belt

The rapid rise of the "Dubai chocolate" exemplifies a recurring pattern in modern food culture, heavily influenced by social media platforms like TikTok. Certain dishes or products capture the collective imagination, often propelled by visually appealing or audibly satisfying content (like ASMR). Think of the baked feta pasta craze, Dalgona coffee, or cloud bread – items that experienced meteoric, albeit often temporary, surges in popularity driven by shareable short-form videos. These trends demonstrate the power of platforms to bypass traditional marketing channels and create genuine consumer demand almost overnight. The key ingredients are often visual appeal, relative ease of replication (or purchase), and the endorsement of relatable influencers.

This phenomenon presents both opportunities and challenges. For small creators like FIX, it offers unprecedented reach but also the risk of being overwhelmed or quickly overshadowed by larger competitors capitalizing on the trend. For consumers, it provides a constantly refreshing stream of culinary novelty. However, the rapid cycle can also lead to fleeting engagement and pressure on supply chains as retailers scramble to stock the latest "it" item. The Dubai chocolate's journey from a niche craving to a UK supermarket staple perfectly illustrates this accelerated trend lifecycle, driven by digital word-of-mouth and the hunt for the next viral sensation.

The Allure of the Audible Crunch

A significant factor in the Knafeh chocolate's viral success was its inherent suitability for ASMR (Autonomous Sensory Meridian Response) content. The distinct, sharp snap as the bar breaks, followed by the visual reveal of the creamy, textured filling, provides strong auditory and visual triggers. Influencer videos, like Maria Vehera's initial review, masterfully utilized these elements. Close-up shots, amplified sounds, and the satisfying visual contrast between the smooth chocolate exterior and the vibrant green, textured interior created content that was inherently engaging and shareable on platforms prioritizing sensory experiences. This wasn't just about taste; it was about the performance of eating the chocolate.

This focus on sound and visual appeal taps into primal responses and provides a form of easily digestible entertainment. The crunch signifies freshness and textural contrast, while the oozing filling suggests richness and indulgence. In a crowded digital landscape, products that offer such multi-sensory appeal have a distinct advantage. FIX's bar, intentionally or not, possessed these qualities in abundance, making it a natural fit for the ASMR trend and contributing significantly to its rapid spread across social media feeds. The replicas, while attempting to mimic the core concept, may struggle to replicate this exact sensory pay-off, particularly the distinctive sound and texture of the kataifi pastry.

Future Directions for the Original Creators

Following the whirlwind of viral fame and the emergence of widespread replicas, FIX Dessert Chocolatier faces crucial decisions about its future path. Maintaining the artisanal quality and perceived exclusivity that fuelled initial interest presents a challenge when scaling. Expanding production further while adhering to meticulous handcrafting processes requires significant investment in training and resources. International expansion, while tempting given the global recognition, brings logistical complexities, especially for a product positioned as fresh and requiring careful handling. The founders must balance growth ambitions with preserving the brand's core identity built on quality ingredients and personal craftsmanship.

Alternatively, FIX could leverage its newfound brand recognition to diversify its offerings further. Building on their existing range of creative flavours allows them to cultivate a loyal customer base interested in gourmet chocolate beyond the initial Knafeh hype. Focusing on the UAE market and potentially select international partnerships, rather than attempting global mass distribution, might better protect the brand's premium positioning. The journey from a pregnancy craving to an internet sensation provides a powerful brand story. Effectively communicating this narrative of passion, heritage, and quality will be vital as FIX navigates the post-viral landscape and competes against larger players offering convenience over handcrafted character.

The Enduring Appeal of Viral Flavours

The trajectory of the "Dubai chocolate" raises questions about the staying power of such intensely hyped food trends. History shows that many viral sensations experience a rapid peak followed by a gradual decline as consumer attention shifts to the next novelty. The initial frenzy often driven by scarcity and social media buzz can be difficult to sustain long-term. Once the replicas become commonplace and the sense of discovery fades, demand may stabilise at a lower level or dissipate altogether. The Knafeh-inspired bar's success relied heavily on its unique textural element and photogenic qualities, perfectly suited for platforms like TikTok.

However, some trends demonstrate greater longevity, particularly those tapping into genuine flavour preferences or offering a truly distinct experience. The combination of pistachio, pastry, and chocolate, rooted in traditional Middle Eastern desserts, possesses inherent appeal. Whether this specific iteration retains consumer interest depends on factors like continued innovation from creators like FIX, the quality perception of widely available replicas, and the emergence of competing trends. Its ultimate legacy might be less about the specific bar and more about popularising Middle Eastern flavour profiles and textural contrasts within the mainstream confectionery market, paving the way for future fusion creations.

A Confectionery Bridge Between Cultures

At its heart, the story of the "Dubai chocolate" is one of cultural fusion embodied in a sweet treat. Sarah Hamouda's craving for a taste of her heritage, combined with Yezen Alani's shared background spanning the UK and UAE, resulted in a product that resonated across borders. It successfully translated the complex textures and flavours of traditional Knafeh into the familiar format of a chocolate bar, making it accessible and intriguing to a global audience. This blending of Middle Eastern dessert traditions with Western confectionery techniques speaks to a broader trend of culinary globalisation, where flavours and ideas travel rapidly, facilitated by digital connectivity.

The viral success highlights a consumer appetite for novelty combined with comforting, recognisable elements. Pistachio and chocolate are familiar partners, but the addition of crispy kataifi pastry and a hint of tahini offered an innovative twist. This creation serves as a reminder that inspiration can arise from personal experiences and cultural roots, leading to products that capture the imagination far beyond their place of origin. Beyond the hype and the replicas, the original FIX bar stands as a testament to the creative potential found at the intersection of different culinary traditions, sparked by a personal craving and brought to life through passionate experimentation.