This article explores how the unique chocolate bar “Can’t Get Knafeh of It” evolved from a personal craving into a viral sensation, leading to imitation products and widespread popularity in the UK.
From Craving to Craze: The Birth of the Dubai Chocolate Phenomenon
From Craving to Craze: The Birth of the Dubai Chocolate Phenomenon
How one couple transformed a pregnancy craving into a global sensation.
Last week, while on vacation in the United Arab Emirates (UAE), my mission was clear: I had to find the famous "Dubai chocolate" bar that has taken social media by storm. This delightful fusion of chocolate, pistachio, and tahini encased in a crispy filo pastry, reminiscent of the Middle Eastern dessert Knafeh, has captivated many, particularly on TikTok.
The original bar, aptly named "Can't Get Knafeh of It" and made by FIX Chocolatier, has been a local favorite since its introduction in 2022 but has seen a meteoric rise in global interest. The creators, Yezen Alani and Sarah Hamouda, revealed that the bar was born from Hamouda's pregnancy cravings, leading them to develop a unique product that reflects their mixed Western and Arab heritage. Each bar is highly sought after, with limited availability—accessible for purchase only through a food delivery app and sold out within hours each day.
With the bar's viral traction, competitors have started to launch their spin-offs, referred to as "Dubai chocolate," now found in major UK supermarkets such as Waitrose, Lidl, and Morrisons. To manage the frenzy, stores have imposed restrictions on purchasing quantities to avoid stock shortages. Alani expressed mixed feelings about these imitations, stating that they can detract from their brand's distinctiveness.
Social media has played a crucial role in the bar's rise. A viral video featuring TikTok influencer Maria Vehera sampling the Knafeh-inspired bar generated millions of views, capturing the appealing aesthetic and texture that make it perfect for sharing online. The original FIX chocolates not only offer a richer taste due to their premium ingredients but also possess a shorter shelf life, which differs significantly from mass-produced alternatives that have longer expiry periods.
Since their foray into the chocolate industry, Alani and Hamouda have expanded their business from handling a handful of orders daily to fulfilling around 500. Their success is a testament to their dedication and the quality of their product, but it hasn't come without challenges. Balancing work responsibilities with parenting has been a significant hurdle, yet the couple remains committed, finding motivation in the potential of their culinary venture.
Ultimately, the unassuming journey from a personal craving to a viral food sensation underscores the power of social media and the allure of unique flavors in the global market. Alani and Hamouda's story is a fusion of culture, taste, and entrepreneurial spirit, highlighting the trends that can arise from something as simple as a pregnancy craving.
