A Sweet Holiday Mission

While vacationing in the UAE, I had one delectable goal: to snag a bite of the sensational "Dubai chocolate" that's taken social media by storm. If you’re a TikTok user, you probably encountered this fusion of rich flavors—chocolate, pistachio, and tahini, wrapped in crispy filo pastry—invoking the essence of the beloved Arab dessert, Knafeh.

The Original Sensation

This innovative creation, aptly named "Can’t Get Knafeh of It," was launched by FIX Chocolatier and has become a hot commodity in the UAE since 2022, often selling out in just a couple of hours. The high demand has led to limited availability, boosting its allure even further. Now, you can find versions of it, affectionately dubbed "Dubai chocolate," on the shelves of UK supermarkets like Waitrose and Lidl, where customers face restrictions on how many they can buy.

A Craving Turned Business

The story of this chocolate bar is equally captivating. Yezen Alani and his wife Sarah Hamouda, who co-own FIX, began this journey when Sarah craved Knafeh flavors during her pregnancy in 2021. They formally launched the product after a year of perfecting the recipe while balancing corporate jobs. With Western and Arab backgrounds, they aimed to craft a treat that embodied both cultures.

Exclusivity and Appeal

Part of what makes these chocolate bars so enticing is their exclusivity. Instead of going into shops, they can only be ordered through a food delivery app during specific hours, making them a rare find. Priced around £15 per bar, they are handcrafted, ensuring quality that stands out from the mass-produced alternatives.

A Taste of Competition

Since the original bar’s success, imitators have emerged in the UK market, including offerings from major brands like Lindt. These copycat versions, while catchy, have frustrated Alani, who worries they tarnish his brand’s reputation. Unlike the original dessert bar, these knockoffs are designed for a longer shelf life, detracting from the unique taste experience.

Social Media Fame

The rise of the Dubai chocolate phenomenon can largely be credited to social media, especially a viral TikTok video by influencer Maria Vehera, who showcased her experience tasting the Knafeh bar. With nearly seven million likes, the video highlighted the visually arresting features of the chocolate and the satisfying crunch that accompanies every bite.

Rapid Expansion and Challenges

From humble beginnings, the FIX team has expanded its workforce from one employee handling a few orders a day to a full-scale operation of 20 employees processing up to 500 orders daily—all thanks to their social media success. However, the journey hasn’t been without challenges; the couple juggles business responsibilities while raising two children and often considers the sacrifices made to achieve their chocolate dreams.

High Prices, High Quality

Despite the premium price, Alani justifies it by emphasizing the craftsmanship behind each bar. From hand-picking pistachios to ensuring each design is meticulously executed, every creation is a labor of love. "It's been tough, but we have no regrets," he shares. As they strive to keep up with demand, they remain committed to making each Knafeh-inspired treat as special as the original.

Conclusion: A Flavorful Legacy

As Dubai chocolate continues to capture the hearts (and taste buds!) of people worldwide, its story serves as a testament to the power of passion, creativity, and the irresistible allure of a truly unique sweet treat.