The Allure of Dubai’s Viral "Chocolate Bar"
A Sweet Mission in the UAE
While holidaying in the United Arab Emirates (UAE), excitement bubbled within me—my mission was clear: to track down the viral sensation dubbed the "Dubai chocolate" bar. If you’re an active TikTok user, there’s no way you could’ve missed the buzz surrounding this delightful confection, blending rich chocolate with flavors reminiscent of the beloved Knafeh dessert.
The Chocolate Sensation
Known as "Can’t Get Knafeh of It," this luxurious chocolate bar is curated by FIX Chocolatier. Launched in 2022, it has swiftly captured hearts and tastebuds alike, becoming a sought-after treat available only in the UAE. The unique combination of chocolate, pistachio, tahini, and a crispy filo pastry wrapper tells a story of culinary creativity, ultimately leading to an Instagram-worthy snack that bursts with flavor.
Yet, this coveted bar’s allure is underscored by its scarcity: customers can only buy it during limited hours as it often sells out in mere minutes. This exclusivity has heightened its desirability, and soon after, imitators started popping up in various regions, notably the UK, and were affectionately referred to as "Dubai chocolate."
A Taste of Home for Founders
The story behind the FIX chocolate bar is both heartfelt and inspiring. Co-founders Yezen Alani and Sarah Hamouda channeled their culinary nostalgia into this creation. Hamouda first conceived the idea during her pregnancy in 2021, longing for a taste of Knafeh. One year later, the duo began their journey, juggling corporate jobs while nurturing their fledgling business.
Raised in the UK and crafting their lives in Dubai for a decade, Alani remarked, “We wanted to create flavors that were inspired by both our Western and Arab roots.” Their shared vision materialized into a treat that resonated deeply with both their backgrounds.
The Allure of Exclusivity
FIX Chocolatier’s bar stands out not just for its flavor but also for the unique purchasing experience. You can’t simply walk into a store to buy it—you need a food delivery app. At around £15 per bar, the product commands a premium price, yet this is justified by its handcrafted nature and freshness. Each bar is baked with precision, enveloped in a meticulously designed shape, and packed with a flavorful filling.
Yet, with popularity comes imitation. Several stores in the UK, including Waitrose, Lidl, and Morrisons, began selling their own renditions—some even placing restrictions on the number of bars a customer can purchase to manage demand. Alani openly expressed frustration over these copycats, emphasizing that such knockoffs dilute the brand’s essence.
Viral Fame through Social Media
The rise of Dubai’s chocolate bar can largely be attributed to social media, especially TikTok. One video by influencer Maria Vehera, featuring her first taste of the Knafeh bar, racked up nearly seven million likes and drew widespread attention. The video’s vibrant visuals—the contrasting colors of chocolate with green and orange toppings—paired with the satisfying crunch when breaking off a piece, made it an instant hit.
Combining chocolate and pistachio is not novel, but the textural complexity and the unique characteristics of the filling set it apart from typical chocolate confections.
A Bar for Today’s Consumer
Despite being exclusive to the UAE, several brands have sought to capitalize on the trend, including Swiss chocolatier Lindt, which introduced a version for £10 in the UK supermarkets. Waitrose reported implementing a two-bar limit to control stock, reflecting the overwhelming demand. Other retailers like Home Bargains and Lidl quickly followed suit, adapting their offerings in response to this newfound fascination.
However, these imitations typically differ drastically in presentation and taste. With a shorter shelf life, the FIX bar is intended to be a perishable dessert item, whereas competitors often structure their products for longevity, ultimately neglecting critical elements such as quality and freshness.
A Transformational Journey
Alani and Hamouda’s entrepreneurial voyage has been remarkable. Initially, they fulfilled six to seven orders per day with a small team, but as demand surged—booming largely due to TikTok—their company expanded to 50 employees capable of processing 500 orders daily.
The price point remains a talking point for consumers, but Alani defends it fiercely, asserting that quality comes from their meticulous, handmade processes. From the hand-picking of pistachios to the intricate creation of fillings, every detail reflects their dedication to quality and tradition.
Even amid their success, challenges emerged. The couple navigated the complexities of starting a business while raising two children, often finding themselves at the intersection of doubt and determination. Alani recalls moments of considering giving up, but their resolve kept them pushing forward.
These narratives do more than highlight a trending confection; they showcase a successful intersection between cultural heritage and modern entrepreneurship, all wrapped up in a delicious chocolate bar.
