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Dubai Chocolate, officially named “Can’t Get Knafeh of It,” has taken the world by storm. This luxurious treat from Fix Dessert Chocolatier in Dubai blends creamy milk chocolate with pistachio cream, tahini, and crispy kataifi pastry, creating a flavor explosion that’s captivated millions. From TikTok to Instagram, this viral chocolate bar has sparked a global craze, selling out in hours and inspiring countless imitations. Discover why Dubai Chocolate is the ultimate dessert obsession and how it’s redefining indulgence.
What Is Dubai Chocolate?
Dubai Chocolate is a decadent confection inspired by the Middle Eastern dessert knafeh. Created by Fix Dessert Chocolatier, it features a rich milk chocolate shell filled with vibrant pistachio cream, nutty tahini, and crunchy kataifi (shredded phyllo pastry). The result is a perfect balance of sweet, salty, and savory flavors, with a satisfying crunch that’s made it a social media star. Its vivid green filling and photogenic appeal have earned it the nickname “Dubai Chocolate” on platforms like TikTok and Instagram.
Why Is Dubai Chocolate So Popular?
The popularity of Dubai Chocolate stems from its unique flavor profile and viral social media presence. A 2023 TikTok video by influencer Maria Vehera, showcasing the bar’s ASMR-worthy crunch, garnered over 80 million views, igniting global demand. The hashtag #dubaichocolate has over 45,500 Instagram posts, with fans sharing videos of breaking the bar to reveal its gooey, green interior. Its exclusivity—available only via Deliveroo in Dubai and Abu Dhabi during a brief daily window—adds to its allure.
The Story Behind Dubai Chocolate
In 2021, Sarah Hamouda, a British-Egyptian entrepreneur, and Chef Nouel Catis Omamalin founded Fix Dessert Chocolatier in Dubai. Inspired by Hamouda’s pregnancy cravings for knafeh, they crafted a chocolate bar that fuses Middle Eastern flavors with modern confectionery. Launched with no physical storefront, Fix relied on social media influencers to spread the word, turning Dubai Chocolate into a global phenomenon. Today, it’s a cultural icon, reflecting Dubai’s blend of tradition and innovation.
Key Ingredients of Dubai Chocolate
Milk Chocolate: A smooth, velvety outer layer that melts in your mouth.
Pistachio Cream: A vibrant, nutty filling that adds depth and color.
Tahini: A hint of sesame for a savory twist.
Kataifi Pastry: Shredded phyllo dough for a crispy, noodle-like texture.
This combination creates a multisensory experience that’s as visually stunning as it is delicious.
The Global Craze for Dubai Chocolate
The Dubai Chocolate frenzy has led to unprecedented demand. In the UAE, bars sell out in minutes on Deliveroo. In the UK, supermarkets like Waitrose and Lidl impose purchase limits due to rapid stock depletion. In the US, Costco’s Bouchard version, priced at $17.99 for 41 pieces, flies off shelves. The craze has even caused a pistachio cream shortage in some regions, highlighting the bar’s massive impact.
Imitations and Challenges
The success of Dubai Chocolate has spawned countless imitations from brands like Lindt, Aldi, and Morrisons. However, not all meet the original’s quality. A 2025 German study found defects in eight “Dubai Chocolate” samples, citing non-cocoa fats and undeclared sesame. A German court also banned Aldi from selling a mislabeled version in January 2025. Scammers have further complicated matters, with fake websites mimicking Fix Dessert Chocolatier, prompting warnings from the company.
How to Get Authentic Dubai Chocolate
Authentic Dubai Chocolate is only available through Deliveroo in Dubai and Abu Dhabi, with no international shipping. Fans outside the UAE often turn to home-made recipes or local artisanal versions. To avoid scams, purchase only from verified sources and beware of websites requesting cryptocurrency or gift cards.
DIY Dubai Chocolate Recipes
Can’t get the real thing? Recreate Dubai Chocolate at home with these steps:
Melt Milk Chocolate: Use high-quality milk chocolate for the outer shell.
Prepare Filling: Mix pistachio cream, tahini, and toasted kataifi pastry.
Assemble: Pour chocolate into molds, add filling, and top with more chocolate.
Chill: Refrigerate until set, then enjoy!
Search for “Dubai Chocolate recipe” on Pinterest or YouTube for detailed tutorials.
Why Dubai Chocolate Matters
Dubai Chocolate is more than a dessert—it’s a cultural bridge between East and West. Its fusion of knafeh-inspired flavors and Western chocolate craftsmanship embodies Dubai’s global identity. As one X user noted, it’s “the ‘English Breakfast’ tea of the Middle East”—a branded masterpiece that captivates. Its influence extends to supply chains, social media trends, and even culinary innovation, making it a true phenomenon.
Where to Learn More
TikTok and Instagram: Search #dubaichocolate for reviews and unboxing videos.
Fix Dessert Chocolatier: Follow their official Deliveroo page for updates.
X Posts: Check real-time reactions with keywords like “Dubai Chocolate review.”
Final Thoughts
Dubai Chocolate is a testament to the power of flavor, creativity, and social media. Its irresistible blend of pistachio, tahini, and kataifi wrapped in creamy chocolate has made it a global icon. Whether you’re hunting for the authentic bar or crafting your own, this sweet sensation is here to stay. Join the craze and discover why Dubai Chocolate is the dessert everyone’s talking about.
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