Dubai chocolate is not your average sweet treat. Netizens are loving it. In just a few months, this pistachio-packed dessert went from a local Dubai delight to a global obsession. And yes, TikTok had a lot to do with it.

But the real reason people can’t stop talking about it? It is a perfect mix of flavor, culture, and hype.

Sarah Hamouda, a British Egyptian entrepreneur living in Dubai, was pregnant and craving knafeh like her life depended on it. Not just any knafeh, she wanted it in chocolate form. When she couldn’t find anything that hit the spot, she and her husband, Yezen Alani, made their own.

That is how FIX Dessert Chocolatier’s first Dubai chocolate bar, Can’t Get Knafeh Of It, was born.

E Online / The bar itself is a showstopper. Rich milk chocolate on the outside. Creamy pistachio filling on the inside.

Swirls of tahini. Crunchy bits of knafeh pastry. It sounds like chaos, but it works. And the name? A perfect pun.

A Viral TikTok Made Dubai Chocolate a Sensation

For almost two years, Dubai chocolate was a well-kept local secret. People in the UAE knew it was fire. But the rest of the world? No clue, until Maria Vehera posted a video of herself trying the bar on TikTok in December 2023.

The way the chocolate cracked. The pistachio cream oozed. The crunch. The drama. The vibe. It was all too much in the best way.

Her video blew up, garnering over 125 million views, seven million likes, duets, stitches, reaction vids, and remakes. Suddenly, everyone needed to know: What is this chocolate? Where can I get it? Is it really that good? And boom! Dubai chocolate was no longer just a snack. It was a phenomenon.

It Is Designed to Go Viral

Dubai chocolate practically begged to go viral. It looks incredible, deep brown milk chocolate topped with streaks of bright green pistachio. It sounds amazing. The crunch of the pastry, the smoothness of the filling, all captured in crystal-clear ASMR.

And let’s not forget the “ooze factor.” When that green cream spills out, it islike food porn in HD!

People didn’t just want to eat it. They wanted to post about it, taste it, and react to it. That is how the dessert became an instant internet sensation.

You Can’t Just Walk In and Buy It

GTN / Scarcity creates obsession. People plan their day around drop times. Some try every day for weeks and still fail. Dubai Chocolate does exactly that!

Here is where it gets even crazier. FIX doesn’t sell Dubai chocolate in stores. You can only get it in the UAE. Only on the Deliveroo app. And only twice a day, at 2 p.m. and 5 p.m. That is it. No third chances. They sell about 500 bars per day, and they vanish in seconds.

That frustration turns into more buzz, more attention, and more people trying to get in on the secret. That is not a glitch in the plan. It is part of the whole game.

It Has Got Heart (and Heritage)

The best part is that this is not just a flashy snack. It hits an emotional chord. For people from the Middle East, it brings back memories. Knafeh is comfort food. It is a celebratory food. Plus, it is a family food.

Now, it is in chocolate form. For others, it is something new and exciting, exotic but approachable.

Dubai Chocolate also taps into the growing pistachio craze—pistachio lattes, pistachio gelato, pistachio everything. The timing couldn’t be better. It is luxury meets nostalgia, and people everywhere are eating it up.

Sven Kramer

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