The journey of the "Can't Get Knafeh of It" chocolate bar reflects both innovation and the power of social media in transforming a simple craving into a global trend.
**The Sweet Success Story of Dubai's Viral Chocolate Bar**
**The Sweet Success Story of Dubai's Viral Chocolate Bar**
Inspiration from pregnancy cravings leads to international chocolate craze.
In a recent trip to Dubai, I sought to experience firsthand the highly discussed Dubai chocolate bar, known for its unique blend of flavours and textures that have captivated chocolate lovers online. This specialty chocolate bar, crafted by the FIX Chocolatier, combines rich chocolate, pistachio, and tahini flavors with flaky filo pastry, inspired by the popular Middle Eastern dessert, Knafeh.
Initially launched in the UAE in 2022, the bar gained massive popularity, to the point where it sells out quickly during its limited two-hour availability each day. Co-founders Yezen Alani and Sarah Hamouda, who dreamed up this treat to satisfy Hamouda's pregnancy cravings, have watched with amazement as imitations—nicknamed "Dubai chocolate"—have appeared in UK supermarkets, including Lidl, Waitrose, and Morrisons. These stores have started to impose purchase limits to manage the high demand for these chocolate bars.
Alani expresses both pride and frustration regarding the surge of copycat products. He states, "The global attention Dubai chocolate is getting is flattering and humbling,” but contends that the lower-quality knockoffs can hurt their brand reputation.
Social media, particularly TikTok, has played a crucial role in promoting the unique bar, with viral videos showcasing its deliciousness and visual appeal. One key influencer, Maria Vehera, helped catapult the bar to fame, sparking cravings among millions.
While similar products emerge in the UK, the FIX chocolate bar maintains its charm through its handmade quality, requiring extensive preparation and premium ingredients, which explains its price point of £15. Alani emphasizes the care that goes into each bar, noting that even the pistachios are hand-selected.
The initial stages of their business saw them fulfilling a modest six to seven orders a day but, thanks to their rising fame, they now employ 20 staff members, meeting demands for over 500 orders daily. Despite challenges balancing their business with family life, Alani and Hamouda remain motivated, often recalling their humble beginnings and aspirations to innovate chocolate flavors inspired by their mixed cultural heritage.
Their story is a reminder of how a simple pregnancy craving can ignite not only a culinary phenomenon but also a powerful entrepreneurial journey leveraged by the digital age.
Initially launched in the UAE in 2022, the bar gained massive popularity, to the point where it sells out quickly during its limited two-hour availability each day. Co-founders Yezen Alani and Sarah Hamouda, who dreamed up this treat to satisfy Hamouda's pregnancy cravings, have watched with amazement as imitations—nicknamed "Dubai chocolate"—have appeared in UK supermarkets, including Lidl, Waitrose, and Morrisons. These stores have started to impose purchase limits to manage the high demand for these chocolate bars.
Alani expresses both pride and frustration regarding the surge of copycat products. He states, "The global attention Dubai chocolate is getting is flattering and humbling,” but contends that the lower-quality knockoffs can hurt their brand reputation.
Social media, particularly TikTok, has played a crucial role in promoting the unique bar, with viral videos showcasing its deliciousness and visual appeal. One key influencer, Maria Vehera, helped catapult the bar to fame, sparking cravings among millions.
While similar products emerge in the UK, the FIX chocolate bar maintains its charm through its handmade quality, requiring extensive preparation and premium ingredients, which explains its price point of £15. Alani emphasizes the care that goes into each bar, noting that even the pistachios are hand-selected.
The initial stages of their business saw them fulfilling a modest six to seven orders a day but, thanks to their rising fame, they now employ 20 staff members, meeting demands for over 500 orders daily. Despite challenges balancing their business with family life, Alani and Hamouda remain motivated, often recalling their humble beginnings and aspirations to innovate chocolate flavors inspired by their mixed cultural heritage.
Their story is a reminder of how a simple pregnancy craving can ignite not only a culinary phenomenon but also a powerful entrepreneurial journey leveraged by the digital age.
