From Craving to Craze: The Rise of Dubai's Viral Chocolate Bar

This article explores how the original "Dubai chocolate" bar, born from a simple craving, has become a sensation, leading to dietary imitations and soaring popularity across the UK.

While traveling in the United Arab Emirates, I became consumed with the desire to taste the viral "Dubai chocolate" bar, which has taken social media by storm. This delightful treat, celebrated on platforms like TikTok, marries chocolate with the flavors of pistachio and tahini, encased in a layer of crispy filo pastry—drawing inspiration from the traditional Arab dessert, Knafeh.

The brainchild behind this confection is FIX Chocolatier's "Can't Get Knafeh of It," created by Sara Hamouda amidst her pregnancy cravings in 2021. Launched in 2022, the exclusive availability of this bar — sold solely through a food delivery app for just two hours a day — has stirred immense demand, leading it to often sell out within minutes. Co-owner Yezen Alani expressed pride in the global interest, suggesting it was both flattering and humbling.

The current UK supermarket scene is now flooded with imitations of this delight, branded generally as "Dubai chocolate," available at major retailers like Waitrose, Lidl, and Morrisons. Customers can only purchase a limited number of bars due to high demand, underscoring its increasing popularity.

Alani and Hamouda, who are originally from the UK but moved to Dubai ten years ago, incorporated their dual cultural influences into their product. The couple originally launched FIX Chocolatier while juggling their corporate jobs and family life. Alani shared that the exclusive and hands-on approach to their chocolate bar’s production adds to its allure, having transformed their enterprise from processing six to seven orders a day to over 500 with a staff of twenty.

The viral success is largely attributed to social media, particularly a TikTok video from user Maria Vehera, whose clip has amassed nearly seven million likes, showcasing the bar's tempting appearance and satisfying crunch. While there are other brands like Lindt releasing similar products in the UK, the FIX chocolate bar remains unique — featuring a fresher, handmade quality that consumers can taste.

Appropriately priced at around £15, the FIX chocolate bar reflects Alani's and Hamouda's commitment to premium ingredients and artisanal techniques. Despite the overwhelming success, the couple has faced their share of challenges while maintaining a balance between professional and personal commitments, stating they've persevered through struggles with determination.

As "Dubai chocolate" continues to capture attention worldwide, it becomes clear that what started as a personal craving has evolved into a delicious phenomenon, reshaping dessert culture for chocolate lovers everywhere.