Dubai chocolate is quickly becoming the world’s favorite sweet treat. It all started with a unique chocolate bar filled with creamy pistachio, smooth tahini, crispy knafeh – a mix that no one saw coming but now everyone wants. This chocolate was first created in 2022 by Sarah Hamouda, a British Egyptian founder of FIX Dessert Chocolatier, to satisfy her pregnancy cravings. She called it “Can’t Get Knafeh Of It”. That one bar started a worldwide craze.
The real push came in December 2023 when a TikTok video showing the bar went viral. Influencer Maria Vehera took a bite, and the internet exploded. Over 125 million people watched the video, and soon, people across the globe were hunting for this new treat. Although FIX only sells the original bar in the UAE through the Deliveroo app at 2 PM and 5 PM daily, it sells out almost instantly. That limited-time sale added to the hype, making people want it even more.
As demand exploded, other chocolatiers around the world began creating their versions. Dubai chocolate is now found in places like London, Istanbul, Mumbai, and even small corner shops in the US. Brands like Lindt and Ülker also launched their own inspired creation to match the demand.
Maison Samadi in London, a well-known Lebanese chocolatier, created its own “Dubai Viral Style Chocolate”. For them, it was a natural match since their roots are in Middle Eastern desserts. Their version has also become a hit with chocolate lovers looking for something different.
Food writers say the magic of Dubai chocolate is in the mix of textures. The smooth pistachio cream and the crunchy knafeh give it a unique mouthfeel that looks and sounds amazing in videos. That crunchy sound and the gooey center made it perfect for social media. People loved sharing their first bite online.
Even with so many copies in stores, the original bar’s limited availability keeps people talking and wanting more. FIX only makes about 500 bars a day. That exclusivity adds a fear of missing out that keeps the buzz alive.
Beyond the taste, Dubai chocolate taps into a larger trend. More people want to try new and exciting global flavors. Pistachios, a favorite in the Middle East, are becoming popular everywhere – showing up in drinks, snacks, and desserts. With more tourists visiting Dubai for food experiences, the city is also becoming known as a top food destination.
Dubai chocolate didn’t just become popular by chance. It mixes tradition, innovation, flavor, and the power of social media in the perfect way. From a simple idea in a dessert shop, it has grown into a global trend that continues to win hearts.
By
