A chocolate bar originally created by Fix Dessert Chocolatier in the United Arab Emirates has gained significant attention on social media. Known as the “Can’t Get Knafeh Of It” bar, it is a milk chocolate bar featuring a creamy pistachio and crispy kataifi filling. Due to its handmade nature, the bar is currently available exclusively in the UAE. However, this has not prevented numerous imitations from entering the global market, with premium Swiss chocolate maker Lindt also launching their version.
Several of these recreations have become incredibly popular and often sell out within hours or even minutes. In Portugal, these bars are frequently resold on online marketplaces such as OLX and Vinted at inflated prices. For instance, a version originally priced at €4.99 at Lidl is resold for approximately €20, showcasing the high demand for these chocolates.
The popularity has also led to bulk buying and long queues outside stores, with many unable to purchase the product before it sells out. Furthermore, European countries like France, the UK, and Germany have started featuring Dubai-style chocolate in their supermarkets. However, German courts ruled that products labeled as “Dubu Dubbu” must be produced in the UAE, as those in question were sourced from Turkey.
Derivatives such as Dubai Chocolate Bar cakes have also become popular. The founder of Fix Dessert Chocolatier, Sarah Hamouda, noted that the company now receives around 100 orders per minute, contrasting with six or seven orders per day before the viral sensation.
For those unable to purchase the original bar, social media content creators are now providing tutorials on making homemade versions of this beloved treat.
The original Dubai Chocolate Bar is priced at AED 68.25 (€17.20), a price attributed to its handmade nature and the use of premium ingredients such as Belgian or Swiss milk chocolate, pistachio, and knafeh. The popularity fueled by social media, coupled with the exclusivity of the bar, has significantly contributed to its high price.
Source: https://www.euronews.com/business/2025/03/25/resellers-mark-up-dubai-chocolate-as-tiktok-feeds-sweet-treat-craze
