The Now-Iconic Chocolate Snack: A Deep Dive into Dubai Chocolate
If you’ve spent more than five minutes on any social media app lately—be it TikTok, Instagram, or Facebook—you’ve likely encountered the buzz surrounding Dubai chocolate. This viral sensation has taken the internet by storm, captivating food lovers and influencers alike with its unique flavor profile and eye-catching presentation.
A Visual and Culinary Marvel
The Dubai chocolate bar, created by Fix Dessert Chocolatier in Dubai, is hard to miss. Its sheer size and the vibrant green hue of its filling make it a standout treat. Encased in a thick slab of laminated milk chocolate, this confection is not just a feast for the eyes but also a delight for the palate. The filling boasts a luxurious blend of Middle Eastern flavors, featuring sweet pistachio cream, tahini paste, and kadayif.
The Magic of Kadayif
Kadayif, a type of pastry dough made from strands of shredded filo, plays a crucial role in the chocolate’s texture. Traditionally soaked in sugar syrup and layered with cheese to create the beloved Arab dessert knafeh, kadayif adds an addictively crunchy element to the chocolate bar. This combination of creamy and crunchy textures is what sets Dubai chocolate apart from other confections.
A Personal Inspiration
The brainchild behind this delectable creation is British-Egyptian Sarah Hamouda, the founder of Fix Dessert Chocolatier. Interestingly, the idea for the chocolate bar was born out of a pregnancy craving. Launched in 2021 under the name "Can’t Get Knafeh of It," the chocolate bar quickly gained traction, with each bar priced at $18 (approximately £14.30) on the Fix Dessert Chocolatier website.
Viral Fame
The chocolate’s rise to global fame can be attributed to a TikTok video posted by Dubai-based food influencer mariavehera257 in December 2023. The video, which showcased her tasting the chocolate, garnered over 100 million views, propelling the brand into the spotlight. Following this viral moment, numerous other videos featuring reviews and reactions to the chocolate further fueled its popularity.
A Surge of Imitation
With great success often comes imitation. The Dubai chocolate bar has inspired countless copycats and even legal disputes around the world. In a notable incident, smugglers were caught attempting to bring over 2,000 bars of the chocolate into Austria without paying customs duty. Major chocolate brands have also taken notice; Lindt has introduced its own version, while Costco has begun selling a chocolate box version of the treat.
The Pistachio Craze
The popularity of pistachio flavors seems to be on the rise, coinciding with the success of Dubai chocolate. From Blank Street’s pistachio cookie to Starbucks’ Pistachio Latte, the nut is making waves across various food and beverage offerings. Even collaborations like the matcha latte topped with pistachio cream from Sipp and Black Milk Cereal highlight the growing trend.
Local Adaptations
As the pistachio-kunafeh flavor continues to gain traction, local dessert shops are getting creative. Sweet Dreams, a dessert shop on Clarendon Road in Whalley Range, has dedicated an entire menu to this flavor. Customers can indulge in a variety of treats, including a ‘Matilda’-esque chocolate cake, brownies, San Sebastian cheesecakes, and even a ‘cheese bomb.’
Corner Shop Innovations
Not just high-end dessert shops are cashing in on the trend; even corner shops are getting involved. The Go Local Extra on City Road in Old Trafford has advertised several ‘inspired-by’ stuffed chocolate bars, featuring flavors like biscoff and kunafeh, nutella and kunafeh, and the original pistachio & kunafeh in both milk and dark chocolate. These bars, while inspired by the original, still come with a price tag of £3.50 for a 75g bar.
A Lasting Trend?
Food fads come and go, but the Dubai chocolate phenomenon shows no signs of fading. Nearly eighteen months after its initial viral success, it remains a popular choice among dessert enthusiasts. Whether its appeal lies in its taste or its striking visual presentation on social media, one thing is clear: if you haven’t tried Dubai chocolate yet, you might want to jump on the bandwagon before it becomes a distant memory.
