Dubai’s Viral Chocolate Craze: Fix’s Knafeh Bar Takes the World by Storm
Dubai’s Fix Dessert Chocolatier has sparked a global craze with its knafeh-inspired chocolate bar, leaving fans scrambling to get their hands on the viral sweet treat.
by Gopika PV
Dubai, UAE – A luxury chocolate bar from Dubai has taken the world by storm, with overwhelming demand leaving shelves empty and sparking a global craze. Fix Dessert Chocolatier’s knafeh-inspired chocolate bar, "Can’t Get Knafeh of It," has become a viral sensation, thanks to social media, with customers scrambling to get their hands on it.
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A Fusion of Culture and Chocolate
Fix Dessert Chocolatier, founded by British-Egyptian entrepreneur Sarah Hamouda, introduced the knafeh-filled chocolate bar as part of its unique lineup of Middle Eastern-inspired desserts. The bar features a creamy milk chocolate shell filled with a rich, gooey knafeh center—a traditional Arabic dessert made from shredded pastry, cheese, and fragrant syrup. Topped with pistachios, the bar delivers a blend of textures and flavors that has captivated consumers worldwide.
The product’s success skyrocketed when TikTok influencers and food bloggers shared videos of themselves tasting the chocolate, praising its unique combination of flavors. A viral ASMR-style video alone amassed millions of views, fueling an international surge in demand.
Demand Outpaces Supply
The unexpected explosion in popularity led to Fix struggling to keep up with demand. Reports indicate that over 30,000 orders flooded in within days, leaving many customers disappointed. The limited production capacity of the boutique chocolatier meant that the product quickly sold out, with eager fans lining up for hours outside stores in Dubai.
The scarcity of the chocolate bar led to resellers charging exorbitant prices, with some bars being listed online for up to three times their original price. In extreme cases, Fix's storefront even experienced break-ins by desperate buyers looking to secure the coveted confection.
Global Influence and Copycat Products
The success of Fix Dessert Chocolatier’s knafeh chocolate has not gone unnoticed by competitors. International brands have begun introducing their own versions of knafeh-inspired chocolates, attempting to capitalize on the trend. However, this has sparked legal debates over branding, with concerns about misleading product origins.
In Germany, a court ruled that products labeled as "Dubai Chocolate" must be made in Dubai, following a legal dispute over the name. Meanwhile, major confectionery brands have rushed to develop similar Middle Eastern-inspired flavors, recognizing the growing market for cultural fusion in desserts.
Despite supply challenges, Fix Dessert Chocolatier remains committed to expanding production and making the knafeh chocolate bar more widely available. Hamouda has hinted at potential collaborations with international retailers and the possibility of launching new flavors inspired by other regional delicacies.
The viral rise of Fix’s knafeh chocolate is a testament to the power of social media in shaping food trends. What started as a niche product in Dubai has now become a global obsession, proving that innovation in confectionery can come from anywhere—and take the world by storm.
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Updated on 28 Mar 2025
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