Dubai Chocolate: From Viral Sensation to Global Confectionery Phenomenon

Dubai chocolate, a confectionery trend that has swept across social media platforms and global markets, is primarily identified with the "Can't Get Knafeh of It" bar created by Fix Dessert Chocolatier. This unique chocolate bar, known for its distinctive blend of milk chocolate, pistachio-tahini cream, and crunchy kadayif (shredded filo pastry), originated in Dubai in 2021. Its widespread popularity exploded in December 2023 after a TikTok video by influencer Maria Vehera showcasing the bar garnered over 125 million views, leading to immense demand and global recognition.

The original concept for the "Dubai chocolate" bar was conceived by British-Egyptian engineer Sarah Hamouda, founder of Fix Dessert Chocolatier, who sought to combine her pregnancy cravings for knafeh and pistachio into a chocolate form. The bar's appeal lies in its contrasting textures—the creamy pistachio and tahini against the crispiness of the kadayif—and its visual allure, which made it highly shareable on platforms like TikTok and Instagram. The name "Dubai chocolate" became a generic term for this style of confection due to its origin and the city's association with luxury.

Despite its global fame, the authentic "Can't Get Knafeh of It" bar remains exclusively available for delivery in Dubai through Deliveroo, with limited quantities selling out within minutes of release. This scarcity has fueled a significant black market and price gouging, with bars reselling for upwards of $100. In April 2025, over 1.2 million bars were sold, generating an estimated $22 million in sales for Fix Dessert Chocolatier, according to CNBC.

The immense demand and limited availability of the original bar have led to a proliferation of copycat products and inspired major confectionery brands like Lindt, as well as food chains such as Shake Shack and Crumbl, to release their own versions or inspired items. Legal disputes have also arisen over the use of the "Dubai chocolate" name, with a German court ruling in January 2025 that products labeled as such must indeed be produced in Dubai to avoid misleading consumers. This trend has not only highlighted the power of social media in driving consumer demand but also underscored the growing global appetite for Mediterranean flavors, particularly pistachio.