This is the pregnancy that “gave birth” to the chocolate that has been in the shrink since Maria’s video on Tiktok.
Whether you like it or not, whether it has proven it or not: in recent months, it is impossible not to have seen or heard of the greedy sensation of the moment: Dubai chocolate, which combines chocolate, pistatus and tahine flavors (a sesame paste) with phylum.
The sweet viral, which caused a crazy race to supermarkets around the world, including Portugal, where in 40 minutes and began to be 3 digits in the Preciage.
The bar is inspired by Arab dessert knowerwhwhich adds cheese, a thin pasta, pistatus and a sugar syrup.
A barra original, Can’t Get Knafeh of It, From Fix Chocolatier, it has been sold exclusively in the United Arab Emirates since 2022. It has become so popular on social networks that it is only available for two hours a day-and usually exhausts within minutes.
And the imitations, nicknamed “Dubai chocolate”, are also constantly running out. In the United Kingdom, for example, the demand is such that supermarkets are limiting the number of bars each customer can buy.
The pregnancy that “gave birth” to chocolate
Yezen Alani is Fix’s copapriter along with his wife, Sarah Hamouda, told the BBC that the global attention that Dubai chocolate is receiving is “flatter and moving.” Fix’s Fix Chocolate Bar was first designed by Hamouda in 2021, when he had desires for those flavors during pregnancy.
Alani and Hamouda began to develop the bar a year later, managing the business in parallel to their jobs.
“Sarah and I were created in the UK and moved to Dubai 10 years ago, so we have Western and Arabs roots,” says Alani. “We wanted to create flavors inspired by this inheritance.”
Part of the company’s chocolate appeal is in your exclusivity -It is only possible to order it through a delivery application, not entering a store or catching it in the supermarket. It can only be purchased at specific times of the day to ensure that the company can respond to all requests.
Alani says these “imitation” versions are “very frustrating, because people are experiencing copies, which impairs the brand.”
One of the reasons for increasing the popularity of the bar was the impact of social networks – with a viral video of the Tiktok user Maria Veherapublished in 2023, to be cited as one of the main responsible for making it famous.
In the video, Vehera proves the Knafeh bar for the first time – along with several others made by the same chocolate – and the content had almost 7 million likes.
@mariavehera257 @fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 “Can’t Get Knafeh of it,” “Mind Your Own Busicoff,” and “Crazy Over Caramel.” Order on Instagram Chatfood or Deliveroo and let me know what’s your FIX? Instagram : fixdessertchocolatier #asmr #foodsounds #dubai #dubaidessert ♬ оригинальный звук – mariavehera257
The appearance of the bar seems to measure for social networks – from the appealing orange and green spots on the plain milk chocolate to the crispy sound it makes when departed.
The combination of chocolate with pistatus is not new, but the real differential is in the crispy texture of the stuffing, with the phylum adding consistency and an extra layer to the bar.
How Barra Can’t Get Knafeh of It is available only in a country, the United Arab Emirates, Other brands began to sell their own versions in Europe – including Swiss manufacturer Lindt. But there are differences for the original.
Fix chocolate is presented as a “dessert bar” and should be kept in the refrigerator, with short validity, as with many dairy products, unlike other versions, which were designed to have greater durability on the shelves.
It is also notorious the difference in taste and texture – the original bar is almost twice the width of the Lindt version, which is closer to the size and shape of a common chocolate bar.
One of the main themes around the brand has been the price of the product, but “Everything is handmadeevery detail of the design is done manually, ”says Alani.
“We use superior quality ingredients, and the process is not like making a Cadbury bar (British chocolate brand) – there is the phase of baking, shaping chocolate according to design, and the stuffing itself … Even pistons are selected and processed manually.”
