The hype surrounding Dubai Chocolate has skyrocketed, captivating audiences across social media. Users of TikTok and Instagram have been eagerly sharing videos and photos of this treat, praising its unique taste and celebrating the exclusivity of getting their hands on it.
Initially crafted by FIX Dessert Chocolatier in Dubai, the chocolate was named “Can’t Get Knafeh of It.” This cheeky name is a nod to the dessert’s deliciously layered composition, which combines elements of knafeh—a beloved Middle Eastern pastry—and pistachio cream. This fusion of flavours has proven to be irresistible to dessert enthusiasts and chocoholics alike.
The chocolate made its debut in the UAE in 2021 and attracted the attentions of social media influencers. Platforms such as TikTok and Instagram have played a key role in its viral success, with influencers showing the chocolate’s layers and textures. Videos of breaking the bar to reveal its decadent interior made for captivating content, fuelling demand.
To further skyrocket demand, FIX Desser Chocolatier took a limited production and availability approach. The chocolate bars are reportedly handmade, thus the production capacity per day is 500. Additionally, in Dubai, they are available only via food delivery service Deliveroo.
@hibaxkh Trying Dubai’s VIRAL chocolate 🤯 @fixdessertchocolatier Costs 89 dhs with delivery only avaialble in 🇦🇪 Honest option: Unique flavor but too sweet for me and very expensive so definitely a one time purchase 👀 Would you try it out? #viral #foodtrend #viralchocolate #fixdessertchocolatier #uae #dubai #trending #desserttiktok #foodie #asmr #mukbang #foryou #fypシ ♬ original sound – Cloudninecouture | Food&Travel
While for some tasting the Dubai chocolate is about experiencing a new type of food, for social media lovers it is also about being part of the trend. Afterall, seeing an influencer break a bar could be mouthwatering, pushing you to go to the supermarket and get your hands on a piece.
Despite the widespread enthusiasm, Dubai Chocolate is not the most affordable treat. Priced at €14.99 per bar, it falls into the premium category of confections. However, this has not deterred foodies and influencers eager to explore a unique flavour from the UAE.
This trend has reached Europe too, driving chocolate lovers to wait in a queue to get a taste of it in Aachen, Germany. In collaboration with Lindt, FIX Dessert Chocolatier has launched a campaign to offer European citizens a taste of their product. The high demand left many waiting in the rain for hours, so they could purchase the viral dessert. At the Lindt store in Aachen, only 1,000 bars were made available, making the purchase an even more exciting experience. Customers were allowed to buy one bar each with the treats having a unique number to add to their exclusivity.
A similar campaign is expected to begin in Switzerland as well, but it is not clear yet which other countries will offer the sweet treat.
