In brief
The FIX chocolate bar, inspired by traditional Knafeh dessert, has taken social media by storm, leading to a surge in demand and various imitations across UK supermarkets.
On a recent trip to the UAE, my goal was to indulge in the much-discussed "Dubai chocolate" bar that has taken TikTok by storm. Blending chocolate, pistachio, and tahini with a flaky filo pastry, this treat has captured attention worldwide. Originally, the bar, named "Can't Get Knafeh of It" by FIX Chocolatier, has been a sensation in the UAE since 2022, selling out within hours daily due to its viral popularity.Yezen Alani, co-owner of FIX alongside his wife Sarah Hamouda, expressed their mixed feelings about the overwhelming interest generated by social media. Their creation stemmed from Hamouda's pregnancy cravings in 2021, and by 2022, they launched their chocolate business. The couple, originally from the UK, sought to merge their Western and Arab influences in crafting unique flavors.The exclusivity of the FIX chocolate bar has become a significant part of its allure. It is available exclusively through a food delivery app, retailing at approximately £15, and can only be ordered during select hours to manage the high demand. However, look-alikes branded as "Dubai chocolate" have emerged in UK supermarkets, including Lidl, Waitrose, and Morrisons, often with purchase limits to curtail stock depletion.Hamouda's vision was bolstered by the success of a TikTok video by user Maria Vehera, showcasing her first taste of the Knafeh-infused chocolate, which garnered nearly seven million likes. The bar's visually appealing presentation, combined with the satisfying crunch when broken apart, makes it perfect for social media sharing. While combining pistachio and chocolate isn't novel, the FIX bar stands out with its unique filling texture. In contrast, various imitations have sprung up in the UK, notably from brands like Lindt and others offering longer shelf-life products. Supermarkets have had to impose buying limits to manage demand adequately.The daunting journey of Alani and Hamouda has transformed over time, watching their business grow from fulfilling a handful of orders to 500 a day with a workforce of 20. Priced at £15 per bar, the handmade nature, premium ingredients, and meticulous process set FIX apart. Alani emphasizes, "Every single design is done by hand," showcasing their commitment to quality in a market flooded with replicas.Reflecting on their triumphs and tribulations, Alani noted, “There have been times where we wanted to give up, but we've persevered.” Their unwavering dedication has paid off, validating their ventures despite the challenges posed by the demanding food market.
