While on holiday in the United Arab Emirates last week, one mission stood above the rest – tracking down the viral "Dubai chocolate" bar. This treat has taken social media by storm, blending chocolate, pistachio, tahini, and crunchy filo pastry, inspired by the classic Arab dessert, knafeh.
The original bar, known as "Can't Get Knafeh of It", is the creation of FIX Chocolatier, a boutique brand based in the UAE. Launched in 2022, it quickly became a sensation online, with videos of the bar racking up millions of views. Its popularity has made it something of a rare find – sold exclusively via food delivery apps in the UAE, for just two hours a day. With limited availability, it often sells out within minutes. Each bar is priced around £15 and must be refrigerated due to its handmade nature and fresh ingredients.
FIX Chocolatier was co-founded by Yezen Alani and his wife, Sarah Hamouda, who first imagined the bar while pregnant in 2021. Drawing on their British-Arab heritage and their move to Dubai ten years ago, the couple set out to create a product that blended familiar flavors with cultural significance.
Sarah’s craving for knafeh during pregnancy sparked the idea. By 2022, they had developed a product that combines traditional Middle Eastern ingredients with a modern dessert bar presentation. The chocolate bar is adorned with vibrant orange and green highlights, creating a visually appealing snack that is made for social media. Its unique crunchy texture, thanks to the filo pastry, sets it apart from standard chocolate offerings.
The rise of the chocolate bar owes much to a viral TikTok video from 2023, featuring influencer Maria Vehera tasting the product. The video, now liked nearly seven million times, helped drive global attention to the dessert bar and catapulted FIX Chocolatier into the spotlight.
As the original bar’s fame spread, imitations began to appear across UK supermarkets. Dubbed "Dubai chocolate" by fans, these versions are now sold in stores like Waitrose, Lidl, Morrisons, and Home Bargains. Some retailers have even resorted to limiting purchases due to high demand, and in some cases, have kept the bars behind tills to prevent stock from running out too quickly.
The original creators, however, are less than thrilled with the copycat versions. Alani expressed frustration over how knockoffs may damage the brand’s image, especially since many imitations differ significantly in quality and texture. While FIX bars are handmade with premium ingredients and require refrigeration, most supermarket versions are designed for longer shelf life and resemble standard chocolate bars in size and structure. For instance, Lindt’s £10 version is slimmer and lacks the same level of craftsmanship.
Despite the challenges, FIX Chocolatier has grown from fulfilling just a handful of orders daily to producing 500 bars a day with a team of 20. Their business success has come with personal sacrifices. Running the company while raising two children has tested their limits. Yet, the couple remains proud of their journey and the global impact of their unique creation.
Hamouda once shared how her mother’s homemade knafeh inspired her to recreate the experience in chocolate form. That connection to tradition, combined with an innovative twist, is what makes the Dubai chocolate phenomenon more than just a passing trend—it’s a sweet story of cultural fusion and entrepreneurial grit.