From ‘desert’ trend to global obsession.
How It All Began
What started in 2021 as a small-batch indulgence in Dubai has evolved into a chocolate craze that’s touched multiple countries around the globe. The bar in question, often called “Dubai chocolate”, was created by Fix Dessert Chocolatier co-founded by British-Egyptian engineer Sarah Hamouda and pastry consultant Nouel Catis Omamalin.
They combined pistachio-tahini cream, shredded filo pastry (knafeh), and premium chocolate, then hand-painted each bar to create a product designed for both taste and spectacle.
By late 2023, a TikTok video showcasing the chunky bar went viral. Suddenly, #DubaiChocolate was everywhere: sliced open on camera, filmed crunching, posted in lounge rooms and luxury cars alike. What was once a niche treat became a status symbol and an online taste sensation.
Why It Took Off
Several factors combined to fuel the meteoric rise of Dubai chocolate:
- Texture drama: the contrast of the glossy shell and vibrant pistachio-green filling made for highly shareable content.
- Flavour fusion: by layering Middle-Eastern ingredients, like tahini and knafeh, into a chocolate bar format, the creators tapped both tradition and novelty.
- Exclusivity and hype: early batches were sold with tight limits and high prices, creating scarcity and desire. Nothing DXB residents hate more that not being able to get their hands on something!
- Social-first strategy: the product was designed to show well on camera. Influencers and food creators turned it into digital content: unboxing, slicing, melting.
TikTok went wild with the Dubai Chocolate trend.
Where You Can Buy It in Dubai
If you’re in Dubai and want to try the original, here are some of the go-to spots:
- Fix Dessert Chocolatier – The original “Can’t Get Knafeh of It” bar launched here. Expect limited quantities and a premium price tag.
- Mirzam Chocolate Maker – A local bean-to-bar brand in Dubai experimenting with pistachio and regional flavors.
- Al Nassma Chocolate – While not the viral style bar, this Emirati brand offers camel-milk chocolates and luxury packaging, aligning with Dubai’s gourmet chocolate scene.
Timing is important: bars often sell out quickly, and some batches are pre-ordered online or delivered via apps.
Where It’s Available Around the World
The Dubai-style chocolate bar hasn’t stayed in Dubai. Thanks to global influencers and consumer demand, major brands and retailers have launched variations:
- Ghirardelli released a “Dubai Style” chocolate bag in the U.S., featuring pistachio cream and a kataifi pastry crunch.
- In the UK, supermarkets such as Aldi, Lidl and Waitrose began stocking “Dubai-style” bars, though questions arose around authenticity and production origin.
- Online boutiques in North America list pistachio and knafeh-filled bars with “Dubai chocolate” branding, sometimes priced at £20, £30 or more a piece.
According to a story in The Sun, the chocolate can be found in UK retailers like Aldi, though it may not be the authentic article!
The Final Bite
From its humble beginnings in Dubai to its global footprint in chocolate aisles and social feeds, the “Dubai chocolate” story is a sweet case study of how trends can become multi-million dirham industries. One thing is clear: this isn’t just a treat, it’s a trend with staying power.
