They queued in the cold, traded it in crypto, and even faked versions that made people sick. All for a single chocolate bar. But this wasn’t just any bar. It was stuffed with melted pistachio cream, crunchy golden pastry, and a gooey sweetness so outrageous, it left TikTok speechless.
Invented by a pregnant woman in Dubai who just wanted a snack, this viral treat exploded into a global obsession, created supermarket chaos, and helped spark an international pistachio shortage. No one saw it coming. And nobody can get enough of it.
A Craving That Changed Everything
It all started with Sarah Hamouda, a British-Egyptian former engineer living in Dubai. In 2021, she was pregnant and craving two things: chocolate and a traditional Middle Eastern dessert called knafeh. Knafeh is a beloved dish made from shredded pastry, syrup, and gooey cheese or cream. So, with a sweet tooth and a bold idea, Sarah decided to mix the two.
She worked with a pastry chef to shape the perfect balance of sweet, crunch, and cream. After months of testing and tweaking, they created a bar filled with silky pistachio cream, a touch of tahini, and crispy knafeh bits wrapped in smooth chocolate. They named it “Can’t Get Knafeh of It.” At first, few noticed.
But then came the TikTok moment that flipped everything.
TikTok, Pistachios and Pandemonium
In December 2023, Ukrainian food influencer Maria Vehera bit into the bar in her car, and the internet exploded. Her video reached over 120 million views. That single bite triggered a storm.
@mariavehera257 @fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own Busicoff," and "Crazy Over Caramel." Order on Instagram Chatfood or Deliveroo and let me know what’s your FIX? Instagram : fixdessertchocolatier #asmr #foodsounds #dubai #dubaidessert ♬ оригинальный звук – mariavehera257
Food delivery app Deliveroo ranked the bar its number one trending item worldwide in 2024. People lined up outside stores like it was a concert ticket drop. In some cases, shoppers even camped out.
Though Hamouda’s brand, FIX Dessert Chocolatier, only sells the original in the UAE through Deliveroo at 2:00 p.m. and 5:00 p.m., that didn’t stop the global frenzy. Everyone wanted in.
Chocolate giants like Lindt and budget supermarkets like Lidl launched their own versions. Copycat bars popped up from Istanbul to Mumbai to Manchester. Home chefs started making their own. Celebrities posted about it. People began whispering in supermarket aisles, asking staff if any were hidden behind the tills.
The treat caused so much demand that a worldwide pistachio shortage followed. That’s right. A chocolate bar helped empty pistachio shelves around the globe.
A Dessert With Ancient Roots
The viral sensation might be new, but its flavour inspiration, knafeh, is centuries old. Historians trace the dish back to the 13th century Middle East, where it was once eaten by kings and commoners alike.
Early versions were made with flatbreads soaked in syrup and nuts. Later, chefs added rose water, orange blossom, and cheese. Each country gave it its twist: Egypt used clotted cream, Lebanon chose orange flower, and Syria added rose water. In the Palestinian city of Nablus, the cheesy version gained fame.
Today, the original knafeh remains a festive favourite across the Middle East. But thanks to Dubai chocolate, it’s now living a second life in viral desserts around the world.
Not Everyone’s Sweet on It
Not all reactions have been glowing. Purist chefs argue that knafeh-inspired chocolates, croissants, or lattes are more gimmick than dessert. Palestinian chef Fadi Kattan insists that once knafeh is stuffed inside chocolate or baked into a cake, it becomes something else entirely. Still, he admits the global interest has brought needed attention to the roots of the dish.
Health experts also weighed in. A dietitian in Dubai noted that traditional knafeh’s combo of fat and carbs made it ideal for breaking a fast. But today’s chocolate versions are more of a sugar bomb than a nutritional pick-me-up.
Then there are the fakes. As demand grew, so did scams. Some bars were found to contain dangerous mould toxins and undeclared allergens. One warning from a German food authority urged caution over knock-offs being sold online.
From Craving to Cultural Phenomenon
Despite criticism, the Dubai chocolate craze shows no signs of slowing. Artisanal bakeries, big brands, and influencers continue to ride the wave. Limited-edition versions pop up at Christmas markets. A London cake shop now sells a $300 knafeh-inspired chocolate cake with six pistachio-stuffed layers. In Singapore, a knafeh tiramisu has become a best-seller. Even ice cream makers are jumping in.
It’s not just about taste. The bar offers a sensory overload that thrives on social media. Bright green cream oozes on camera, crunchy pastry gives off satisfying ASMR sounds, and each bite feels like a tiny holiday. The packaging is colourful, cheeky, and made to stand out.
One food analyst says it perfectly: Dubai chocolate hits the indulgence button for everyone. It’s fancy but fun, nostalgic yet new, and engineered for both cravings and clicks.
From a mum’s craving to a global dessert obsession, Dubai chocolate is living proof that sometimes, one sweet idea really can change the world.
