Dubai chocolate, officially called “Can’t Get Knafeh of It”, is not your average bar. With its glossy chocolate shell, rich pistachio cream, and crunchy filo pastry, this sweet treat has taken over social media. A single video of the bar being cracked open, with pistachio cream oozing out, reached more than 100 million views in 2023. From TikTok to Instagram, the world could not stop watching the drip.
How It All Began
The story started in 2021 when Sarah Hamouda, a British – Egyptian engineer in Dubai, was pregnant and craving something different. She teamed up with pastry consultant Nouel Catis Omamalin, blending Middle Eastern flavors with chocolate convenience. Their creation included a shell of milk or dark chocolate, a pistachio-tahini filling, and crispy kataifi pastry. The name “Can’t Get Knafeh of It” was born, and so was a new trend.
Why It Went Viral
Dubai chocolate hit the internet at the perfect time. Every element made it irresistible:
- the snap of chocolate for ASMR lovers
- the pistachio cream oozing like a food movie scene
- the crunch of filo pastry for texture
- limited availability, as Fix Dessert Chocolatier only sells in Dubai
- pistachio already trending worldwide in lattes, cakes, and ice creams
The buzz grew so big that global brands like Lindt launched their own pistachio bars, while supermarkets saw shelves cleared in hours.
Impact Beyond the Hype
This chocolate bar didn’t just trend online; it shook supply chains. By early 2025, global pistachio prices spiked, and exporters struggled to meet demand. Farmers rushed to scale production, while analysts pointed to Dubai chocolate as a surprising reason for rising nut costs.
But fame also brought problems. Counterfeit bars popped up across Europe and Turkey, with some even testing positive for mislabeled fats and allergens. Buyers complained about scams, while critics argued the bar was “more spectacle than flavor”.
DIY Dubai Chocolate
For those not travelling to Dubai, food lovers have recreated the bar at home. A simple version uses milk or dark chocolate, pistachio butter, tahini, toasted kataifi, and a pinch of salt. Layers are build in Moulds, chilled, and decorated with nuts or drizzle. While nothing matches the original, homemade recipes capture some of the magic.
What’s Next
The craze has now spread into brownies, trifles, and even ice cream versions at festivals and big stores. Artisans in the UK, Australia, and India are experimenting with their own pistachio-based spins. Dubai chocolate shows how one small craving can spark a global trend, influencing TikTok, supermarkets, and even agriculture.
For now, it’s more than dessert. It’s a symbol of how food becomes a story, a performance, and sometimes, a worldwide obsession.
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