A pistachio-filled chocolate bar from Dubai has become a viral sensation on TikTok, amassing millions of views and capturing the hearts (and taste buds) of foodies worldwide.
A Viral Culinary Star
Over the past few months, this oversized chocolate bar, elegantly adorned with hand-painted speckles and filled with a crunchy pistachio and knafeh stuffing, has dominated TikTok’s food scene. The bar’s playful name, “Can’t Get Knafeh of It”, is a nod to its knafeh-inspired filling, made from kadaif (angel-hair pastry), a key ingredient in the iconic Levantine dessert. The creation hails from Fix Dessert Chocolatier, a Dubai-based brand, and has become a favorite on TikTok. Some users focus on its satisfying crunch for ASMR content, while others attempt to recreate the recipe at home.
In France, one question dominates the conversation: where can you buy this viral treat?
Exclusively Dubai—for Now
Unfortunately for fans outside the UAE, the original bar is currently only sold in Dubai. This exclusivity has inspired knockoff versions, with brands capitalizing on its TikTok fame. Products claiming to be “The Original Dubai Chocolate” are available on platforms like Amazon, priced between €19.90 and €26.90, and even spotted in certain Parisian supermarkets, such as the Intermarché in Ménilmontant earlier this year.
These counterfeit versions prompted Fix Dessert Chocolatier to issue a warning on Instagram:
"Beware of scammers! Some so-called distributors sell Fix dessert bars at triple the price under poor storage conditions, exploiting the loyalty of our customers. We are working tirelessly to expand Fix to more cities, ensuring the quality and authenticity you deserve."
The Woman Behind the Phenomenon
This viral success story is the brainchild of Sarah Hamouda, an Anglo-Egyptian entrepreneur based in Dubai. Hamouda, 38, founded Fix Dessert Chocolatier in 2022 as a side hustle inspired by her pregnancy cravings. Combining her passion for unique desserts with meticulous craftsmanship, she created a chocolate bar that quickly went viral.
"To be honest, I never imagined it would go global," she told CNN Travel in June 2023.
Despite overwhelming demand, Hamouda has chosen not to export her product yet, prioritizing quality over quantity. Each bar is painstakingly handcrafted, from the chocolate itself to the edible decorations.
A Growing Range of Flavors
Fix Dessert Chocolatier has since expanded its offerings to include creations like a brownie and cornflakes bar, a knafeh-and-salted-caramel-pretzel combination, and a white chocolate bar filled with speculoos.
While French fans await the brand's arrival, why not try making your own pistachio-and-knafeh chocolate bar at home? Until then, a trip to Dubai might be the only way to experience this viral sensation firsthand.
