Have you had a Dubai chocolate bar yet? If not, you might feel like you’re missing out. Feed your FOMO and get one of these desserts today.
A fancy Middle Eastern chocolate bar stuffed with pistachio cream and crispy kadaifi noodles suddenly became the most viral dessert on the planet. Everyone from influencers to your neighbor is hunting down this green-filled treat or trying to make copycat versions. We break down how Dubai chocolate conquered social media, what makes it so addictive, and why chocolate makers everywhere are scrambling to create their own versions.
The latest food trend
The chocolate bar that is supposed to come from one of the richest Middle Eastern areas has gone viral as one of the latest food trends. It’s been viral on TikTok, where videos appeared with many people enjoying the pistachio kadaifi chocolate bar. It’s the latest social media food craze, showing up in your feeds across all platforms. Like any food trend, the treat will need to capitalize on its popularity, which is not certain to last too long, but is certainly hot right now.
The original is the way to go
The original Dubai chocolate bar is called ‘Can’t Get Knafeh of It,” which is a clever play on words. This bar has crispy kadaifi pastry and chocolate, along with pistachio filling for the chocolate bar. It looks a bit like a gooey mess, but that could be some of the joy of enjoying this incredible Dubau chocolate recipe. It seems like nothing we’ve ever had, which certainly could be the case as it’s one of the hottest Middle Eastern dessert trends. No matter how you’ve seen it, it looks like a green-filled, delicious chocolate treat that you want to try.
The Fix is in
Fix is the brand making the original bar that made headlines and the rounds on social media. The bars have created an incredible craze as one of the most viral desserts since the calendar turned from 2024. A single bar costs nearly $20, and a box of six is only a little more affordable at around $105 for the box. Initial reports from Fix show that the bars were only available to be ordered in Dubai at 2 or 5 pm local time via Delivreroo. The limited time for ordering and the high cost have easily made this chocolate a viral trend that’s worthy of analysis.
Is the limited ordering window a good business model?
The small windows and limited production of Dubai Chocolate Bars mean only a few customers can get them every day. For most companies, this would be a terrible business model because it limits availability and income potential, but that might not be the case for Fix. Instead of mass-producing millions of bars every day, they can focus on the small numbers they can make and fill the orders that come in. The social media craze over these bars has made it so that the company won’t have a shortage of orders anytime soon.
Other companies are offering fake bars
Other candy companies have caught onto the craze and have marketed various chocolate bars as Dubai models, but many of those are not the real deal. You might end up spending as much as $30 for a chocolate bar, thinking you’re getting the real product, but instead you get a knock-off and will be a bit disappointed. The real product is hard to get and can be a wonderful treat if you can get your hands on it, but that seems to be very difficult right now. Of course, if you don’t mind the fake versions and enjoy their flavor, go ahead and keep on enjoying them.
Where did the original Dubai Chocolate Bar come from?
Sarah Hamouda, a British-Egyptian woman, was pregnant and craving a knafeh, which is a traditional Middle Eastern dessert, in 2021. She made something a little different; instead of the traditional version of the dessert, she craved. This led to her creating the chocolate bear with pistachio cream with tahini, crispy kadaifi pastry, and a milk chocolate shell. This layered treat was exactly what she wanted, and as an entrepreneur, she launched it through her boutique dessert brand, FIX, and the rest is history.
You might get the chance to sample the real Dubai Chocolate Bar from FIX sometime in the future, but for now, it’s extremely limited and difficult to get outside of its local area. Still, it’s intentionally limited because of the care and craftsmanship that goes into each bar.
