In brief
The original FIX Chocolatier chocolate bar, inspired by the popular Knafeh dessert, transforms from exclusive to in-demand as brands rush to capitalize on its viral success.
During a recent trip to the United Arab Emirates, my mission was singular: to taste the highly coveted "Dubai chocolate" bar that has taken social media by storm. This delectable treat, a harmonious blend of chocolate, pistachio, tahini, and crispy filo pastry, draws inspiration from the traditional Arab dessert, Knafeh. The original variant, "Can't Get Knafeh of It," crafted by FIX Chocolatier, has garnered immense popularity since its 2022 launch, leading to such high demand that it is only available for a couple of hours a day.Yezen Alani, co-owner of FIX with his wife Sarah Hamouda, shared with BBC that the overwhelming attention towards their creation is both "flattering and humbling." This unique chocolate bar was born from Hamouda's cravings during her pregnancy in 2021, and their entrepreneurial journey began a year later, merging both Western and Arab culinary influences.One of the factors contributing to the allure of this chocolate is its exclusivity; customers can only purchase it through a food delivery app. Retailing at approximately £15 per bar, the product is only sold during designated hours to accommodate production and demand.However, the popularity of FIX’s creation has led to the emergence of lookalike products in UK supermarkets like Waitrose, Lidl, and Morrisons. Alani expressed frustration over these imitations, noting that they threaten the integrity and brand of their original chocolate.The ripple effect of social media cannot be understated. TikTok user Maria Vehera's viral video featuring the Knafeh bar significantly propelled its rise in popularity, amassing nearly seven million likes. The design of the bar—a striking contrast of orange and green atop smooth milk chocolate—alongside the satisfying crunch it offers when broken, is tailor-made for social media appeal.Interestingly, while the Dubai chocolate phenomenon continues to spark imitators, brands such as Lindt and others have entered the market with their versions priced lower than the original. Waitrose has even imposed a two-bar purchase limit to maintain stock levels, while Lidl markets its own variation for £4.99.Despite the competition, there is a marked difference in both taste and quality. FIX's chocolate bar is, by design, significantly thicker compared to its counterparts, with a distinct freshness needing refrigeration and a shorter shelf life. In contrast, the other versions are designed for longevity.Initially, Alani and Hamouda managed a modest operation fulfilling around six to seven orders daily, but the viral exposure via TikTok has propelled their business to employ 20 staff members handling 500 orders each day. Alani articulates the painstaking crafting process behind each bar: "It's all handmade, every design is done by hand... even the pistachios are hand-picked and processed." Reflecting on their journey, the couple acknowledges the challenges faced in balancing work and family life, but their perseverance has paid off. "As long as we can pay the rent, we’ll keep going," Alani concludes, grateful for how their dream has blossomed into a celebrated reality.
