5 Secrets Behind The Viral Dubai Chocolate Bar That Broke The Internet: The Fix Dessert Phenomenon

The viral Dubai chocolate bar, a confectionery sensation that has dominated social media feeds, is more than just a sweet treat; it's a masterpiece of culinary marketing and unique Middle Eastern flavor. As of today, December 17, 2025, this bar continues to be one of the most sought-after desserts globally, sparking a frenzy of home-made recipes and international knock-offs.

This isn't a new product, but its meteoric rise to global fame, years after its initial launch, is a testament to the power of a single viral video. The original bar, known for its satisfying crunch and creamy filling, has fundamentally changed the landscape of luxury chocolate, making its creator, Fix Dessert Chocolatier, a household name among food enthusiasts.

The Culinary Mastermind: Who Created the Viral Sensation?

The original viral Dubai chocolate bar is the signature creation of Fix Dessert Chocolatier, a Dubai-based company that redefined the luxury chocolate experience. The bar’s official name is the "Can't Get Knafeh Of It" bar, a clever nod to its key ingredient.

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The mastermind behind this innovative confection is Sarah Hamouda, who launched the product back in 2021. While the bar was a local favorite in the UAE for years, it wasn't until late 2023 and early 2024 that it exploded onto the global stage, primarily thanks to a series of captivating TikTok videos showcasing its unique texture and filling.

A Snapshot of the Fix Dessert Phenomenon

• Creator: Sarah Hamouda
• Brand: Fix Dessert Chocolatier
• Original Bar Name: "Can't Get Knafeh Of It"
• Year Launched: 2021
• Key Ingredients: Pistachio Paste, Kataifi (Knafeh) Pastry, Tahini
• Viral Platform: TikTok
• Current Status: A global confectionery craze, inspiring major brand imitations.

The Secret Formula: What Makes the Dubai Bar So Addictive?

The "Can't Get Knafeh Of It" bar is famous for the satisfying "crack" sound it makes when broken, followed by the sight of its rich, vibrant green filling. This unique experience is driven by a blend of traditional Middle Eastern dessert elements and high-quality chocolate.

1. The Crunch Factor: Kataifi (Knafeh) Pastry

The most crucial and unique component is Kataifi, also known as Knafeh. This is a shredded, thin phyllo pastry dough that is typically used in traditional Middle Eastern sweets. When toasted and mixed into the filling, the Kataifi provides an unparalleled, crispy, and airy texture that contrasts perfectly with the creamy interior and the hard chocolate shell.

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2. The Creamy Core: Pistachio and Tahini

The interior is a decadent, creamy mixture that is distinctly Middle Eastern. It primarily consists of a rich, raw pistachio butter or paste. This provides the signature green color and a deep, nutty flavor. To enhance the complexity and richness, a touch of tahini (sesame paste) is often incorporated, grounding the sweetness with a slightly savory, earthy note.

3. The Chocolate Shell and Other Entities

The filling is encased in a high-quality milk chocolate or dark chocolate shell, often mixed with a small amount of coconut oil for a smoother temper. Other variations and copycat recipes also include caramel, peanut butter, and even saffron for an extra layer of luxury, though the core Fix bar relies on the pistachio and knafeh for its fame.

The Global Craze: Why is the Dubai Chocolate Bar So Expensive?

When the bar first went viral, obtaining one outside of Dubai became a near-impossible quest, driving prices into the stratosphere. While some critics argue the base chocolate bar costs as little as $2 in Dubai, resellers have been known to list them for astronomical prices, sometimes exceeding $20 per bar.

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The High Cost is Driven by Three Factors:

• Overseas Shipping and Logistics: The primary reason for the high price outside the UAE is the cost of shipping a perishable, temperature-sensitive product internationally. This logistical challenge adds significant expense to the final price tag.
• Artisanal and Premium Ingredients: Fix Dessert Chocolatier uses premium ingredients, including high-quality Belgian chocolate, pure pistachio paste, and handcrafted Knafeh pastry. This commitment to quality elevates the cost compared to mass-produced confectionery.
• Exclusivity and Viral Demand: The limited availability and the overwhelming TikTok-fueled demand created a scarcity mentality. The "fear of missing out" (FOMO) and the desire to try the viral trend drove consumers to pay exorbitant prices to resellers, effectively turning the bar into a luxury status symbol.

The Impact: From Dubai Local to Global Confectionery Trend

The success of the "Can't Get Knafeh Of It" bar has had a profound and lasting impact on the global dessert market. It has proven that a unique flavor profile, combined with a visually and audibly satisfying texture, can create a global phenomenon that transcends traditional marketing.

The Rise of the Copycats and Inspired Products

The viral sensation has inspired countless imitators, both from home cooks and major international brands, significantly boosting the topical authority of pistachio and knafeh-filled desserts.

• Major Brands Join the Trend: Giants like Hershey's have released limited-edition, Dubai-inspired chocolate bars to capitalize on the craze.
• Retailer Versions: Retailers like Trader Joe's have also introduced their own versions, such as the Patislove® Pistachio Dark Chocolate Dubai Style, making the flavor profile more accessible to the mass market.
• Extending the Flavor: The pistachio and knafeh combination has moved beyond the bar, inspiring other desserts, including holiday log cakes by European brands like Picard.
• DIY Phenomenon: Thousands of home bakers and food influencers have shared their own viral Dubai chocolate bar recipes, often using ingredients like pistachio paste, tahini, and kataifi pastry dough to recreate the distinctive crunch and taste.

The trend has even led to warnings in the UK about potential risks associated with unverified "several" knock-off bars, highlighting the need for consumers to be cautious about what they purchase in the wake of the craze.

How to Experience the Dubai Chocolate Bar at Home

Given the high price and scarcity of the original Fix Dessert bar, the most accessible way to experience the flavor is by making a homemade version. The recipe is surprisingly straightforward, focusing on assembling the core components.

You will need a high-quality chocolate shell, melted and tempered into a mold. The filling is created by mixing pistachio butter with a sweetener (like powdered sugar or condensed milk) and a small amount of tahini for depth. The key is to fold in the toasted kataifi pastry (often baked with butter until golden brown) just before pouring the filling into the mold. The bar is then sealed with another layer of melted chocolate and chilled until it achieves that perfect, satisfying snap.

The viral Dubai chocolate bar is a perfect example of how cultural flavors, combined with social media virality, can create a global food icon. It has cemented the position of Fix Dessert Chocolatier as a leader in innovative confectionery and has made the unique crunch of kataifi a globally recognized texture.