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

While vacationing in the United Arab Emirates (UAE) last week, I was determined to find the viral "Dubai chocolate" bar that has captured the attention of social media users everywhere. If you've scrolled through TikTok recently, you might have stumbled upon this tantalizing treat, which blends chocolate, tahini, and pistachio flavors with a crunchy filo pastry reminiscent of Knafeh, a traditional Arab dessert. The original iteration, aptly named Can't Get Knafeh of It, was produced by FIX Chocolatier and has gained exclusive fame within the UAE since its debut in 2022. The demand for the bar has soared on social platforms, leading to a strict sales window of just two hours each day, often resulting in sold-out stock in minutes. However, the allure of the Dubai chocolate has also sparked various imitations now appearing in UK chains like Waitrose, Lidl, and Morrisons, all of which have begun imposing purchase limits to manage their inventories. Yezen Alani, who co-founded FIX with his wife Sarah Hamouda, described the attention the Dubai chocolate has received as both "flattering and humbling." The genesis of their bar traces back to Hamouda's personal craving for the flavors during her pregnancy, prompting the couple to transform their culinary inspiration into a flourishing business. Having relocated to Dubai over a decade ago, Alani and Hamouda sought to merge their Western and Arab heritages to encapsulate those rich flavors in a single product. The draw of the FIX chocolate bar also stems from its exclusivity; orders must be placed via a food delivery app rather than selecting products off a store shelf. Priced at approximately £15 per bar and available only during designated hours, the chocolate caters to a niche market, ensuring they can meet demand.As a result of its success, many competitors have released their own versions of the Dubai chocolate in the UK, including offerings from Swiss manufacturer Lindt. These knockoffs have surged in popularity alongside FIX's original, causing some frustration for Alani as he feels they undermine their brand's reputation. Interestingly, the chocolate's rise in popularity is partly attributed to social media influencers, such as TikTok user Maria Vehera, whose 2023 video featuring the bar garnered nearly seven million likes, showcasing its visually appealing design and deliciously satisfying crunch. The blend of flavors, particularly the crunchy filling provided by the filo pastry, has helped distinguish the FIX chocolate from other products on the market.With demand skyrocketing, supermarkets like Waitrose have had to impose a two-bar limit on customers to stabilize stock levels. Various brands, including Home Bargains and Lidl, have started selling their interpretations of the Dubai chocolate, with prices ranging from £4.99 to £10. Notably, the original FIX chocolate bar must be refrigerated and has a shorter shelf life than the mass-produced alternatives.When Alani and Hamouda first embarked on their entrepreneurial journey, they operated with just one employee fulfilling approximately six to seven orders daily. Now, their successful venture has grown to a team of 20, managing an impressive 500 orders per day, fueled largely by their social media presence. Despite the overwhelming success, Alani acknowledges the challenges they’ve faced throughout their journey. The couple often juggles their burgeoning business with the responsibilities of parenthood. Alani reflected on their perseverance, stating, "We've had moments where we considered giving up, but we promised ourselves that as long as we could pay the rent, we would keep pushing forward." Today, flaunting a successful brand built on passion and dedication, they have no regrets regarding their decision to continue.