Dubai is known for its luxurious lifestyle, and its dessert scene is no different. Among its latest sensations is the ‘Dubai Chocolate,’ crafted by Egyptian-British chocolatier Sarah Hamouda. This exclusive chocolate bar, which boasts flavors inspired by the Middle Eastern dessert knafeh, has generated significant buzz worldwide, especially on social media platforms.
Hamouda's passion project began with nothing but a pregnancy craving. "I told my husband the next day I wanted to start a chocolate business," she recalls. Despite having no prior experience, Hamouda decided to channel her love for chocolate and her cultural roots, aiming to create something unique. The result was the ‘Can’t Get Knafeh Of It’ bar, which features milk chocolate encasing decadent pistachio cream alongside crispy kataifi, the shredded pastry traditionally used to make knafeh.
Unlike conventional chocolate bars available on the market, ‘Dubai Chocolate’ is characterized by its rarity. It can only be ordered through one delivery service at two specific times each day: 2 PM and 5 PM. Once sold out, it’s gone until the next availability, emphasizing its handcrafted appeal and exclusivity. The chocolate’s allure lies not just in its taste but also the thrill of obtaining it.
After its initial launch, FIX Dessert Chocolatier struggled to find footing, selling only about one bar per week. The breakthrough came when they reluctantly heeded advice to send samples to local influencers. The pivotal moment happened when Maria Vehera shared her ASMR-style TikTok featuring the chocolate, leading to thousands of orders flooding the company’s systems, as co-founder Yezen Alani recounted: "It was like the scene in The Bear where the tickets wouldn’t stop coming in." This organic marketing propelled the Dubai Chocolate to viral status.
With demand surging, FIX has expanded its reach beyond the UAE. Attendees at the World Economic Forum 2025 found themselves queuing for the chocolate at the event, emphasizing its global appeal. The unique flavors of FIX Dessert Chocolatier's offerings, particularly the main attraction—the 'Can’t Get Knafeh Of It'—have now established their presence internationally, with even companies like Lindt starting to take notice. Lindt created its own limited release version of the bar, which sold out within hours.
The flavors of the ‘Dubai Chocolate,’ especially the original pistachio knafeh, are complex and well-balanced, offering consumers more than just sweetness. They combine crunchy textures with creamy fillings, making for delightful contrasts. Reviews have underscored the delicate balance between the rich chocolate and the light crispiness provided by the knafeh. Foodies have been drawn to the unique twist FIX offers by reimagining traditional Middle Eastern flavors.
Hamouda’s innovation, nevertheless, has been met with imitation. Several brands have cropped up, attempting to replicate the Dubai Chocolate experience. Canadian chocolatier Venessa Liang, known on social media as FoodiePharmBabe, commented on the trend’s impact, stating, "Those flavours just work." Liang successfully sold her own interpretation of the concept, demonstrating the widespread appeal of these unique flavor combinations.
Despite its success and endorsements, the high price point poses challenges for potential customers. The full-sized bars can reach AED 68.25 (around USD 18.5), making it more of a luxury indulgence rather than something to indulge in regularly. On the other hand, customers can opt for the Mini Heroes Box, which features several different flavors, but at AED 189 (USD 51.46), it also carries significant costs. This accessibility question is something FIX may address if they choose to offer more economical options.
Despite the market challenges and the plethora of imitations, Hamouda and Alani remain committed to preserving the authenticity and quality of their product. They discourage mass production, which often dilutes flavor and quality. "It’s like our way of saying to the rest of the chocolate world, 'You have to catch up to us,'" Hamouda remarked, aptly summarizing FIX's mission to set itself apart as innovators. They encourage small businesses to try their unique interpretations, as their own take on traditional flavors resonates deeply with consumers eager for bespoke experiences.
Though FIX Dessert Chocolatier has solidified its place within the global chocolate scene, the real question remains—how sustainable will its popularity be? The creation of the limited-edition bars and their availability through timed orders may also be their Achilles' heel. ‘Dubai Chocolate’ has found its footing as both something extraordinary and fleeting, making it susceptible to shifts in consumer behavior and preferences. While its current demand is undeniable, the challenge lies within maintaining interest moving forward.
For now, those fortunate enough to find themselves able to secure ‘Dubai Chocolate’ should view it as the once-in-a-lifetime experience it promises to be—a true celebration of flavor, culture, and craftsmanship.