Dubai’s viral “Dubai chocolate” bar has finally made its way to UK supermarket shelves, but it’s not without its fair share of imitators. The unique confection, combining chocolate, pistachio, tahini, and filo pastry, is inspired by the famous Arabic dessert Knafeh.

Known as “Can’t Get Knafeh of It,” the original bar from FIX Chocolatier has been a hit since 2022, exclusively available in the UAE. Its rise to fame on social media, especially TikTok, has made it so popular that it’s only sold for two hours a day and often sells out in minutes.

Now, the “Dubai chocolate” has made waves in the UK, with major supermarkets like Waitrose, Lidl, and Morrisons stocking similar bars. Some even have to impose purchase limits as demand skyrockets.

“We’re deeply appreciative of the worldwide interest,” said Yezen Alani, who co-owns FIX with his wife, Sarah Hamouda. The idea for the bar first came to Hamouda during her pregnancy in 2021, prompting the couple to begin developing the concept the following year. “We wanted to blend our Western and Arab influences into a one-of-a-kind flavour,” Alani explained, noting that they moved to Dubai a decade ago.

The key to its appeal is exclusivity, available only via food delivery apps at set times of the day, costing around Dh73 per bar. As the bar’s popularity spreads, however, imitators are making their mark. Alani expressed his frustration with these “copycat” versions, stating, “It’s difficult to watch others try to replicate what we’ve put so much effort into building.”

The viral success of the FIX bar can be largely credited to social media, especially a TikTok video by Maria Vehera in 2023, which has garnered millions of likes. The visually striking bar, with its vibrant orange and green top and crunchy filo pastry centre, makes for an irresistible social media moment.

Despite the buzz, other brands are cashing in, including Lindt, which now offers its version. Supermarkets like Waitrose and Lidl have had to implement purchasing limits due to high demand.

But for those who’ve tried both the original and the imitations, there’s a clear distinction in both taste and texture. FIX’s bar is a decadent “dessert bar,” meant to be stored in the fridge with a short expiry date, while its competitors are more shelf-stable and resemble a typical chocolate bar in size and shape.

When Alani and Hamouda first began their venture, they were fulfilling only six or seven orders a day with a single employee. Today, the team has grown to 50, handling 500 orders daily, largely thanks to the viral nature of their product on TikTok.

(Source: BBC)