From Cravings to Conquests: The Dubai Chocolate Bar's Unprecedented Rise

The unique chocolate bar, inspired by the Middle Eastern dessert Knafeh, has transcended its UAE origins to become a global phenomenon, spurring copycat products while the original remains a luxury item.

In an extraordinary tale of culinary cravings turned global trends, the chocolate bar known as “Can’t Get Knafeh of It” from Dubai has captivated taste buds and TikTok users alike. The brainchild of Yezen Alani and Sarah Hamouda, this delectable creation melds the famous Persian dessert Knafeh’s flavors with smooth chocolate, pistachio, and tahini, enveloped in crispy filo pastry.

It all began when Hamouda, while pregnant, yearned for the taste that reminded her of home. After being inspired to combine traditional flavors, the couple launched the FIX Chocolatier brand. This chocolate bar, exclusive to the UAE since 2022, was initially met with modest sales but saw a meteoric rise thanks to viral TikTok videos, one by user Maria Vehera garnering nearly seven million likes.

Now, this unique treat is available in UK supermarkets under the moniker “Dubai chocolate,” despite being a luxury item that sells for approximately £15 per bar. Competitors, noticing its meteoric rise, have rushed to create their own versions, some of which are available at budget supermarkets like Lidl and Waitrose—who have imposed purchase limits to manage stock.

Alani graciously acknowledges the global attention their creation is enjoying, viewing the imitations as both flattering and frustrating. He cautions potential customers against opting for knockoff versions, noting that the original bar’s unique crunchy texture and exclusive preparation techniques differentiate the high-quality offering from its Pepsi-style imitators.

The original bar requires careful artisan craftsmanship; everything is handmade, from the fillings to the intricate designs. The FIX team has expanded from merely six orders a day to fulfilling 500, now employing 20 dedicated staff members to keep up with the surging demand.

Despite its success, the journey has not been easy for Alani and Hamouda, who juggle the rigors of business alongside family life. They have persevered through trying times, and their story serves as a testament to the sweet rewards of hard work inspired by nostalgic cravings.