Fix Dessert Chocolatier Can’t Get Knafeh of It

The 'Dubai Viral Chocolate' phenomenon primarily refers to the artisanal bars created by Fix Dessert Chocolatier. Founded in Dubai by Sarah Hamouda in 2021, the brand gained global fame through social media—most notably TikTok—due to its unique 'Can’t Get Knafeh of It' bar. This distinctive confection features a thick milk chocolate shell filled with a crunchy mixture of toasted kataifi pastry (knafeh) and pistachio cream.

While numerous imitations and similar products have emerged under generic 'Dubai Chocolate' labels worldwide, the original brand remains a homegrown UAE business. The bars are handcrafted in Dubai and are known for their limited daily availability and luxury positioning. The brand has expanded from a local favorites to an international trend, representing the modern culinary innovation emerging from the Middle East.