A TikTok viral sensation, Dubai chocolate bars have garnered attention across the UK, spurring imitators and a flurry of social media buzz.
From Cravings to Craze: The Rise of Dubai Chocolate Bars
From Cravings to Craze: The Rise of Dubai Chocolate Bars
How a pregnancy craving transformed into a trendy dessert phenomenon
With a recent holiday in the UAE as my backdrop, I found myself on a quest for the trending "Dubai chocolate" bar that has taken social media by storm. Originating from the FIX Chocolatier, this unique confection combines traditional flavors of chocolate, pistachio, and tahini with a touch of the beloved Knafeh dessert, all housed in layers of filo pastry.
Since its debut in 2022, the FIX bar, named "Can't Get Knafeh of It," has become a sensation. Exclusively available for just two hours a day via a delivery app, it often sells out in minutes due to overwhelming demand. The co-founders, Yezen Alani and his wife Sarah Hamouda, expressed how flattering it is to see their creation gain international attention.
The inception of the bar ties back to Hamouda's pregnancy craving for Knafeh-inspired flavors, leading them to develop their chocolate masterpieces alongside their corporate gigs. Alani reflects on their dual heritage, stating, "We wanted to create flavors that combine our Western and Arab roots." As of now, each bar retails at approximately £15 and is sold during limited hours to manage orders.
As the original bar's popularity soared, several UK supermarkets like Waitrose, Lidl, and Morrisons began stocking "Dubai chocolate" replicas, often implementing purchase limits to handle consumer demand. Alani voiced his frustrations over the multitude of knockoffs, which may mislead consumers and diminish the reputation of their brand.
Social media plays a critical role in the proliferation of this treat. A viral TikTok clip by user Maria Vehera has amassed nearly seven million likes and showcased the bar's appealing aesthetic and distinctive crunch. While flavored with familiar chocolate and pistachio, the texture of the filling distinguishes it from standard confectionery.
Various brands have taken advantage of the bar's fame; competitors, including Swiss giant Lindt, are selling their take for £10, while an alternative by Lidl is priced at £4.99. Observations show that FIX's offering is double the width of competitors, reflecting its homemade uniqueness and premium quality.
Alani and Hamouda's journey from processing a few orders a day to managing a team of 20 that handles 500 daily showcases the power of social media in scaling a brand. Despite the challenges of balancing family life and work, the couple remains grateful for their evolving success.
With the price point reflective of the meticulous handmade process involved, Alani ensures that each bar maintains its quality, emphasizing that every design and ingredient, including the pistachios, is carefully selected. As Hamouda reminisced about her family's Knafeh recipes, she seeks to preserve the tradition while innovatively reinventing it.
Despite some turbulent moments, Alani expresses no regrets, affirming that as long as they can meet their obligations, they will continue to pursue their passion. This rising trend is more than just a delicious dessert; it's a testament to the journey fueled by love, family, and the power of craving.
Since its debut in 2022, the FIX bar, named "Can't Get Knafeh of It," has become a sensation. Exclusively available for just two hours a day via a delivery app, it often sells out in minutes due to overwhelming demand. The co-founders, Yezen Alani and his wife Sarah Hamouda, expressed how flattering it is to see their creation gain international attention.
The inception of the bar ties back to Hamouda's pregnancy craving for Knafeh-inspired flavors, leading them to develop their chocolate masterpieces alongside their corporate gigs. Alani reflects on their dual heritage, stating, "We wanted to create flavors that combine our Western and Arab roots." As of now, each bar retails at approximately £15 and is sold during limited hours to manage orders.
As the original bar's popularity soared, several UK supermarkets like Waitrose, Lidl, and Morrisons began stocking "Dubai chocolate" replicas, often implementing purchase limits to handle consumer demand. Alani voiced his frustrations over the multitude of knockoffs, which may mislead consumers and diminish the reputation of their brand.
Social media plays a critical role in the proliferation of this treat. A viral TikTok clip by user Maria Vehera has amassed nearly seven million likes and showcased the bar's appealing aesthetic and distinctive crunch. While flavored with familiar chocolate and pistachio, the texture of the filling distinguishes it from standard confectionery.
Various brands have taken advantage of the bar's fame; competitors, including Swiss giant Lindt, are selling their take for £10, while an alternative by Lidl is priced at £4.99. Observations show that FIX's offering is double the width of competitors, reflecting its homemade uniqueness and premium quality.
Alani and Hamouda's journey from processing a few orders a day to managing a team of 20 that handles 500 daily showcases the power of social media in scaling a brand. Despite the challenges of balancing family life and work, the couple remains grateful for their evolving success.
With the price point reflective of the meticulous handmade process involved, Alani ensures that each bar maintains its quality, emphasizing that every design and ingredient, including the pistachios, is carefully selected. As Hamouda reminisced about her family's Knafeh recipes, she seeks to preserve the tradition while innovatively reinventing it.
Despite some turbulent moments, Alani expresses no regrets, affirming that as long as they can meet their obligations, they will continue to pursue their passion. This rising trend is more than just a delicious dessert; it's a testament to the journey fueled by love, family, and the power of craving.
