Exploring the remarkable journey of a couple who turned a pregnancy craving into a trending treat, this article delves into the origins and widespread imitations of the 'Dubai chocolate' phenomenon.
**The Rise of 'Dubai Chocolate': A Pregnancy Craving Sparks a Global Sensation**
**The Rise of 'Dubai Chocolate': A Pregnancy Craving Sparks a Global Sensation**
Discover how a simple desire for dessert led to the viral success of a unique chocolate bar, transforming a couple's lives.
In a world where trends can emerge from the most unexpected places, a woman’s pregnancy craving for a specific dessert has sparked a worldwide sensation centered around a chocolate bar known as "Dubai chocolate." Recently, while in the UAE, I embarked on a quest to locate the viral chocolate bar that’s taken social media by storm. Known for combining chocolate, pistachio, and tahini with a crunchy filo pastry reminiscent of Knafeh, the original creation, called "Can't Get Knafeh of It," has become a cult favorite since its launch by FIX Chocolatier in 2022.
Only available for purchase in the UAE, this sweet treat has gained immense popularity on platforms like TikTok. The exclusivity of the bar has added to its allure, with a limited selling time and frequent sellouts, often within minutes. Co-founders Yezen Alani and Sarah Hamouda have seen their labor of love transform from a hobby into a booming business, largely stimulated by social media attention. Hamouda, who first conceptualized the chocolate while pregnant, collaborated with Alani to fuse their Western and Arab roots into a confectionery masterpiece.
To meet the overwhelming demand, FIX Chocolatier now employs a team of 20, fulfilling around 500 orders per day, a staggering increase from the six to seven orders they initially processed. Priced at approximately £15 per bar, the meticulously crafted product relies on premium, hand-picked ingredients, ensuring a fresh and authentic taste that contrasts starkly with the imitations that have flooded UK supermarkets, including Lidl, Waitrose, and Morrisons.
The proliferation of “Dubai chocolate” imitations — inspired by the original — has ignited frustration among the co-owners, as these knockoff products could potentially harm their brand’s reputation. The aesthetic appeal and unique crunch of the authentic bar created by FIX Chocolatier are not easily matched, as the imitations prioritize longer shelf life over quality.
Social media has played a pivotal role in catapulting this product into the limelight, with viral content capturing the attention of dessert lovers globally. Notably, TikTok user Maria Vehera’s enthusiastic introduction of the Knafeh bar garnered nearly seven million likes, underscoring the power of influencer marketing in today’s digital age.
In a competitive landscape, other brands, such as Lindt, have begun to replicate the success of the FIX chocolate bar, offering their versions at competitive prices. Despite the growing competition, Yezen expresses no regrets about their entrepreneurial journey, sharing the challenges they faced while balancing their family and business. Their story serves as inspiration for those who dare to pursue their dreams, reminding us that sometimes, the simplest cravings can lead to extraordinary results.
Only available for purchase in the UAE, this sweet treat has gained immense popularity on platforms like TikTok. The exclusivity of the bar has added to its allure, with a limited selling time and frequent sellouts, often within minutes. Co-founders Yezen Alani and Sarah Hamouda have seen their labor of love transform from a hobby into a booming business, largely stimulated by social media attention. Hamouda, who first conceptualized the chocolate while pregnant, collaborated with Alani to fuse their Western and Arab roots into a confectionery masterpiece.
To meet the overwhelming demand, FIX Chocolatier now employs a team of 20, fulfilling around 500 orders per day, a staggering increase from the six to seven orders they initially processed. Priced at approximately £15 per bar, the meticulously crafted product relies on premium, hand-picked ingredients, ensuring a fresh and authentic taste that contrasts starkly with the imitations that have flooded UK supermarkets, including Lidl, Waitrose, and Morrisons.
The proliferation of “Dubai chocolate” imitations — inspired by the original — has ignited frustration among the co-owners, as these knockoff products could potentially harm their brand’s reputation. The aesthetic appeal and unique crunch of the authentic bar created by FIX Chocolatier are not easily matched, as the imitations prioritize longer shelf life over quality.
Social media has played a pivotal role in catapulting this product into the limelight, with viral content capturing the attention of dessert lovers globally. Notably, TikTok user Maria Vehera’s enthusiastic introduction of the Knafeh bar garnered nearly seven million likes, underscoring the power of influencer marketing in today’s digital age.
In a competitive landscape, other brands, such as Lindt, have begun to replicate the success of the FIX chocolate bar, offering their versions at competitive prices. Despite the growing competition, Yezen expresses no regrets about their entrepreneurial journey, sharing the challenges they faced while balancing their family and business. Their story serves as inspiration for those who dare to pursue their dreams, reminding us that sometimes, the simplest cravings can lead to extraordinary results.
