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Dubai Chocolate Craze Sweeps UK Supermarkets After Viral TikTok Trend
The sought-after “Dubai chocolate” bar, a viral sensation fueled by social media, has become a must-try treat. Inspired by the Middle Eastern dessert Knafeh, this unique confection, blending rich chocolate with pistachio and filo pastry, originated in Dubai and has now sparked a frenzy in UK supermarkets, with similar versions appearing in Waitrose, Lidl and Morrisons.
The Original Dubai Chocolate: FIX Chocolatier’s “Can’t Get Knafeh of It”
FIX Chocolatier’s creation, “Can’t Get Knafeh of It,” has been exclusively available in the UAE since 2022. Its distinctive flavor profile, reminiscent of the Knafeh dessert, rapidly gained traction on platforms like TikTok, leading to its immense popularity. Demand surged so dramatically that the original Dubai chocolate bar is now restricted to limited daily sales, often selling out within minutes.
UK Supermarkets Join the Dubai Chocolate Trend
Capitalizing on the viral buzz, several UK supermarket chains have launched their own takes on the “Dubai chocolate” bar. Waitrose, Lidl, and Morrisons are among the retailers now stocking imitations, with some even implementing purchase limits to manage demand for these confectionery items.
Creator’s Perspective: Flattered and Humbled
Yezen Alani, co-founder of FIX Chocolatier with his wife Sarah Hamouda, expressed that the global phenomenon surrounding Dubai chocolate is “flattering and humbling.” They acknowledge the widespread attention their original creation has garnered.
The Genesis of the Viral Chocolate Bar
The concept for the FIX chocolate bar emerged in 2021 when Sarah Hamouda, during her pregnancy, yearned for the flavors of Knafeh. A year later, Hamouda and Alani began developing their signature bar, managing their burgeoning business alongside their existing professional roles.
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“Sarah and I grew up in the UK before relocating to Dubai a decade ago, giving us a blend of Western and Arab heritage,” Alani explained. “We aimed to develop flavors that reflected this fusion.”
The exclusivity of the original Dubai chocolate bar is part of its appeal. It is exclusively available through food delivery applications, contributing to its premium and in-demand status.
Priced at approximately £15 per bar, availability is limited to specific hours to manage order fulfillment effectively.
The proliferation of similar bars, marketed as “Dubai chocolate” and visually mimicking the original with pistachio and filo pastry imagery, has also been noted across the region.
Alani voiced concerns regarding these “copycat” products, stating, “it’s very frustrating because people are trying knockoffs, which damages our brand.”
Social Media Fuels Dubai Chocolate’s Popularity
Social media, particularly TikTok, has been instrumental in the Dubai chocolate bar’s explosive popularity. A viral video by TikTok user Maria Vehera in 2023 is frequently cited as a key driver behind its ascent to prominence.
Vehera’s video showcased her initial tasting of the Knafeh bar, alongside other FIX Chocolatier offerings, amassing nearly seven million likes and significantly boosting the product’s visibility.
The visual aesthetics of the Dubai chocolate bar are inherently shareable on social media. From the distinctive orange and green speckles atop the milk chocolate to the satisfying crunch upon breaking a piece, every aspect is designed for online appeal.
While chocolate and pistachio combinations are not novel, the defining characteristic is the crunchy filling. The filo pastry introduces a unique texture and substantiality to the bar, setting it apart from conventional chocolate offerings.
Imitation Dubai Chocolates Emerge in UK Market
Due to the limited availability of the original “Can’t Get Knafeh of It” bar, Swiss chocolatier Lindt and other brands have introduced their own versions in the UK. Lindt’s Dubai chocolate is priced at £10 in supermarkets.
Waitrose confirmed they implemented a purchase limit of two bars per customer to manage stock levels effectively following the introduction of their Dubai chocolate alternative.
Discount retailer Home Bargains has also offered a version, while Lidl’s iteration is priced at £4.99, also with purchase restrictions. Social media posts have even indicated some retailers are keeping these sought-after bars behind the till due to high demand.
Differences in Quality and Composition
Comparisons between the original FIX chocolate and supermarket versions, such as the Lindt bar and corner shop alternatives, reveal noticeable distinctions.
FIX Chocolatier markets their bar as a “dessert bar,” requiring refrigeration and possessing a shorter shelf life akin to fresh dairy products. In contrast, supermarket versions are formulated for extended shelf stability.
Size and texture differences are also apparent. The original Dubai chocolate bar is significantly thicker than bars like the Lindt version, which more closely resembles a standard chocolate bar in dimensions.
FIX Chocolatier’s Growth and Challenges
In its initial phase, FIX Chocolatier employed a single individual, managing approximately six to seven orders daily. Fueled by its TikTok-driven popularity, the business has expanded to a team of 20, now fulfilling 500 orders each day.
The £15 price point of the original Dubai chocolate bar has been a topic of discussion. Alani justifies the cost by stating, “It’s entirely handmade, with every design detail applied manually.”
He further elaborated on their production process, “We utilize premium ingredients, and the process is unlike mass-produced chocolate bars. It involves baking, molding the chocolate to achieve the design, and preparing the filling, where even the pistachios are hand-selected and processed.”
Hamouda, in a prior interview, shared the personal inspiration behind the flavor: “My mother used to prepare Knafeh, and I wanted to capture that in my own style.”
“Knafeh was the first flavor we perfected. Achieving the right crunch and pistachio flavor was essential,” she added.
Despite their success, Alani acknowledged the challenges encountered, describing “a tough journey” balancing business growth, full-time work, and raising their two children.
“There were moments we considered giving up, but we resolved to continue as long as we could cover our expenses. Now, with its success, we have no regrets,” he concluded.