Dubai’s viral chocolate bar: what it is and where to buy it in London

You might have seen the viral Dubai chocolate bar on your social media feed. You know the thick, brick-like bar filled with a pistachio-green substance, that looks gooey and sounds crunchy whenever someone takes a bite? Yeah, that one.

Dubai’s Fix Dessert Chocolatier “Can’t Get Knafeh Of It” bar has spread like wildfire on the internet, like most food phenomena.

A TikTok video featuring the kunafa-inspired chocolate bar has garnered more than 90 million views. This has sparked a global trend as food enthusiasts and content creators share clips of themselves tasting the sweet treat.

The bar is made of shredded filo pastry (kataifi) and pistachio cream encased in milk chocolate. Other flavours include baklava, karak and Lotus Biscoff.

British-Egyptian entrepreneur Sarah Hamouda, 38, is the genius behind the bars having founded Fix Dessert Chocolatier in 2021 as a side hustle.

She wanted to create something beyond the “typical” chocolate fix after being inspired by her cravings during pregnancy.

“We take a lot of time and effort and put a lot of love into our bars,” Ms Hamouda told CNN

She said the brand’s buzz had been “unreal” and that Fix’s daily orders had increased from single digits to five hundred.

“To be honest, not at any point did I think this was going to become global,” Ms Hamouda said. She said she had received videos and messages from people in diverse places such as Canada, Argentina, and Romania.

The popularity of Dubai’s chocolate has inspired many establishments to create their versions, allowing you to enjoy the treat without needing to travel to the UAE.

Here’s where you can buy it in London.