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The Dubai Chocolate bar. It’s a tiktok viral sensation…but why? I’ll explain it all as well as its history, looks, appeal, why it got famous and finally a full review to see if this bar is actually good or overhyped! It’s made of Milk Chocolate, pistachio cream and kadayif to bring in the crunch for texture.
Let’s get fancy with this overpriced and expensive candy bar that cost me $24 and see if it was worth it in this fancy cheat day review!
Chapters:
00:00 Dubai Chocolate Bar
Notes:
Dubai chocolate is a chocolate bar with a filling made of kadayif and pistachio. It was first created by Fix Dessert Chocolatier in Dubai, branded as Can't Get Knafeh of It. The product was popularized in 2024 after being promoted by influencers on social media, especially TikTok.
Dubai chocolate is made from milk chocolate and is filled with a sweet cream made from pistachios mixed with finely chopped kadayif and tahini paste. The presentation of the pistachios varies between being a paste and merely finely ground.
Fix Dessert Chocolatier was created by Sarah Hamouda in 2021, who, inspired by her pregnancy cravings, began creating chocolate bars containing unusual fillings. Hamouda, who is British-Egyptian, had been "based" in Dubai since around 2015.
Other sources credit her partner Chef Nouel Catis Omamalin as the creator of the now-famous chocolate bar.
Dubai chocolate gained popularity as manufacturers were facing high costs in producing cocoa and pistachio products. Due to the product's composition, manufacturing Dubai chocolate allowed them to keep costs down. Dubai was viewed as a trendy location among young people, particularly with social media influencers.
Dubai chocolate was launched under the name "Can't Get Knafeh of It". Without a large marketing budget, Fix relied on influencers to promote the chocolate on social media, and many influencers filmed themselves trying and reviewing the chocolate. The chocolate interior's bright colors have been credited with contributing to some of the product's success, as the visual appeal created is important on social media platforms such as TikTok and Instagram. It first gained popularity in 2024. Further demand was produced from consumer perceptions of the product as being mysterious.
As the product gained popularity, large scale manufacturers such as Lindt began to produce and market them as Dubai Chocolate. In Germany, an importer of a clone of Fix Dubai Chocolate issued a cease-and-desist letter to the manufacturer Lindt, Aldi and Lidl because it was not produced in Dubai. While geographical indications are in principle protectable under the Geneva Act of the Lisbon Agreement, the United Arab Emirates has not signed the agreement. According to most legal scholars, the term "Dubai chocolate" is already a generic trademark in the EU market and does not contain any geographical indication.
In the UK, the popularity of the Lindt variety of the chocolate was such that the supermarket chain Waitrose imposed purchase limits of two bars per customer.
In January 2025, a German court in Cologne decided that Aldi has to stop selling its product named "Alyan Dubai Handmade Chocolate" on the ground it might mislead consumers that the chocolate has been produced in Dubai while it is actually produced in Turkey.
#candy #review #dubai #viralvideo #tiktok
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