Dubai Chocolate: The Viral Sweet Treat That’s Redefining Dessert Culture

For a chocolate bar born from a pregnancy craving, Dubai chocolate has climbed pretty high on the social ladder.

What began as a niche indulgence from a boutique chocolatier in the UAE has spiralled into a full-blown food trend, storming supermarket shelves, hijacking TikTok feeds, and confusing your local corner shop clerk who’s suddenly stocking “knafeh-flavoured chocolate.”

What Is Dubai Chocolate?

Dubai chocolate isn’t just a name—it’s a statement. Technically, it’s a bar of milk or dark chocolate stuffed with a lush filling of pistachio paste, crunchy toasted kataifi (that’s shredded filo pastry, if you’re wondering), and a dash of tahini for savoury depth.

The result is something between a Middle Eastern dessert and a Willy Wonka fever dream.

You can learn more about what actually goes into a typical Dubai chocolate bar on Wikipedia.

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A post shared by FIX Dessert Chocolatier (@fixdessertchocolatier)

The original bar—branded as Can’t Get Knafeh of It—was handcrafted by Fix Dessert Chocolatier, co-founded by British-Egyptian Sarah Hamouda and her husband Yezen Alani. Their idea?

To recreate the flavour of the traditional Arab dessert knafeh with a modern twist.

They didn’t have a marketing budget. What they had was TikTok—and the bar’s bright green-and-orange splash decor helped do the rest.

Why Is Dubai Chocolate So Popular?

The short answer: it looks good, sounds crunchy, and taps into everything TikTok loves.

A single TikTok video that helped launch Dubai chocolate into internet fame, featuring influencer Maria Vehera, sent millions racing to find their nearest version—or at least try making it at home.

@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

According to Destination2, searches for Dubai holidays jumped 38% after the trend took off.

Social media made it viral, but it’s the texture—yes, that very specific mix of smooth chocolate and crunchy filo—that made it unforgettable.

People started baking Dubai chocolate brownies, recreating the filling with Biscoff paste, and hoarding supermarket dupes.

Even luxury brands like Lindt jumped in with a version of their own, although Lindt’s Dubai-style chocolate bar has received mixed reviews.

Where Can You Get It in the UK?

If you’re not jetting off to Dubai anytime soon—or can’t stomach the £15 price tag of the original—here are some notable alternatives:

Cafer Erol (£24): Old-school Turkish confectionery with a rich pistachio blend.
Love Cocoa: They’ve gone full-in with bars, hampers, and influencer-ready strawberries.
Lindt (£10): Available in UK supermarkets. Nice box. Mixed reviews. Some say it’s just regular Lindt with a green centre.
Aldi (£3.99): Ice cream form. Because why not.
Morrisons & Lidl (£4.99–£12): Supermarket staples now limited per customer due to demand.

The Dupes Controversy

Here’s where things get sticky. FIX Chocolatier isn’t thrilled with the knockoffs.

They’ve accused big retailers of diluting the brand—and they’re not wrong.

The original creators are pushing back against supermarket ‘dupes’ as demand surges, with legal disputes popping up across Europe.

And it’s not just about branding. Health authorities in Germany found that several Dubai-style bars sold in Europe contained undeclared allergens, non-cocoa fats, and even aflatoxins—highlighting why origin and quality still matter.

Can You Make It at Home?

Actually, yes. Food bloggers like Not Quite Nigella have shown how to make your own version at home with a bit of patience and the right mould.

Her step-by-step guide breaks down everything from toasting the kataifi properly to balancing the sweet pistachio-tahini mix with just the right amount of salt.

Pro tip: don’t skimp on crunch. That toasted filo is the game-changer.

So, Is It Worth the Hype?

If you like your chocolate bars rich, crunchy, and over-the-top in the best way, Dubai chocolate’s definitely worth a try—whether you go for the handmade original or grab a supermarket version while dodging judgmental stares at the checkout.

How the original bar by FIX Dessert became a global obsession is worth the read if you want to understand its rise.

It’s not just dessert; it’s an experience wrapped in pistachio, nostalgia, and a bit of controversy.

And in a world where food trends come and go, this one might stick around.

Because unlike rainbow bagels or charcoal ice cream, this trend has real flavour. And a story worth biting into.