What is Dubai Chocolate?

In the ever-churning world of viral food trends, where social media can catapult a niche dessert to global fame overnight, a new confection has emerged as the internet’s latest obsession: Dubai chocolate. A thick milk chocolate bar filled with a vibrant green pistachio and knafeh cream, this candy has become an object of both desire and controversy—leading to skyrocketing prices, resale schemes, and even reports of smuggling.

The original Dubai chocolate bar is the creation of Fix Dessert Chocolatier, a boutique sweets brand founded in 2021 by British-Egyptian entrepreneur Sarah Hamouda. Dubbed “Can’t Get Knafeh of It,” the bar combines Middle Eastern flavors—crispy kataifi pastry, nutty tahini, and sweet pistachio paste—wrapped in a thick shell of milk chocolate.

A Social Media-Fueled Frenzy

The Dubai chocolate phenomenon began in December 2023, when a TikTok video by user mariavehera257 showcased the indulgent treat. The clip—featuring the distinct crunch and gooey interior—quickly amassed millions of views. Within days, demand for the chocolate surged, overwhelming Fix Dessert Chocolatier’s delivery platform and leading to a backlog of over 30,000 orders. By 2024, Dubai chocolate had become a must-have luxury item, commanding exorbitant resale prices on platforms like eBay, where individual bars fetched over $50—nearly three times the original price.

But for many, getting their hands on an authentic Fix bar has proven difficult. The chocolates are exclusively sold in Dubai through a limited-time ordering system on Deliveroo. This exclusivity has only fueled the hype, with some international travelers making pilgrimages to Dubai just to taste the chocolate in its original form.

What Does It Taste Like?

At first glance, Dubai chocolate looks like a high-end European confection: a glossy milk chocolate shell, hand-painted with delicate splatters of yellow and green. But inside, the filling is where the magic happens.

Biting into a piece reveals layers of texture: the crunchy knafeh bits contrast with the smooth pistachio cream, while the tahini adds a deep, nutty undertone. The combination is rich yet balanced—an homage to traditional Middle Eastern desserts like knafeh, but with a modern, decadent twist.

“It tastes like money,” joked Al Roker on the TODAY show after sampling the bar live on air. Co-host Sheinelle Jones simply declared, “Delicious.”

Where To Buy Dubai Chocolate?

Shop Now

Shop Now

Shop Now

Previous Next

The Dark Side of a Viral Trend

As with any viral sensation, Dubai chocolate has spawned an underground economy. Reports have surfaced of bulk-buying and resale schemes, with individuals purchasing bars en masse and reselling them for inflated prices. In some cases, buyers were misled into purchasing counterfeit versions that lacked the signature crunch and balance of flavors.

But the frenzy has escalated beyond mere price gouging. In a crackdown on illicit trade, Austrian customs officers seized a total of 2,540 bars of Dubai chocolate in two separate inspections of a Turkish bus at the Hungary-Austria border. The first seizure, in October, uncovered 1,500 bars hidden in the luggage compartment during a targeted operation. A second inspection in mid-November revealed an additional 1,040 bars concealed in 16 boxes. The chocolate, weighing 200 grams per bar and valued at approximately €52,000, was confiscated for failing to meet customs regulations. Austrian Finance Minister Gunter Mayr praised the operation, emphasizing the importance of protecting law-abiding businesses and ensuring proper tax compliance.

What’s Next for Dubai Chocolate?

For now, Fix Dessert Chocolatier remains committed to maintaining the integrity of its original product. Despite the international demand, the company has yet to expand distribution beyond Dubai, warning customers to beware of unauthorized resellers.

That hasn’t stopped copycat versions from emerging worldwide. Chocolatiers in the U.S. and Europe have attempted to replicate the viral treat, some going so far as to market it under the same name. While these alternatives may mimic the appearance, Sarah Hamouda insists that nothing compares to the original.