It’s one very special chocolate bar—modeled after the traditional Arab dessert Knafeh—that has the world’s attention, rocking the culinary world. This specialty from FIX Chocolatier is titled “Can’t Get Knafeh of It.” It layers intense dark chocolate and roasted crunchy pistachio and aromatic smooth tahini between flaky crispy filo pastry. After first launching in the United Arab Emirates in 2022, it’s seen a meteoric rise over platforms like TikTok. This demand has triggered an incredible feeding frenzy and led to copycat products in UK grocery stores.
The bar’s success story started with its limited release across the UAE, where it rapidly grew into a social media phenomenon. So great was its popularity, that now it’s only available for purchase just two hours a day. It’s a highly coveted event that regularly sells out in less than 10 minutes! Yezen Alani and his wife Sarah Hamouda opened FIX Chocolatier. They personally cut, pack, and wrap each bar by hand so that every delightful bite reflects their precise attention to detail.
“My mother used to make Knafeh, and that’s something I wanted to capture my own way,” said Hamouda, highlighting the personal connection behind the creation. Alani elaborated on their goal, stating, “We wanted to create flavours that were inspired by that.”
The artistic and seemingly haphazard quality of the bar is a signature of FIX Chocolatier’s philosophy. Alani emphasized this commitment, saying, “It’s all handmade, every single design is done by hand.” The firm has a passionate staff of 50 professionals. Combined, they complete nearly 500 orders a day, a testament to both the bar’s popularity and the convenience of their setup.
Maria Vehera’s TikTok video in 2023 launched the viral ascent of “Can’t Get Knafeh of It.” Her engaging creative content helped make that community grow and thrive through its popularity. All the while, her exuberance and PR spin pushed the bar into the limelight, garnering attention from culinary enthusiasts around the globe. UK supermarkets including Waitrose, Lidl, and Morrisons have recently leapt onto the media bandwagon. They’ve even begun producing and selling their own variations of the much-sought-after “Dubai chocolate.”
Such imitations offer consumers a more convenient way to experience comparable flavors. They have not diminished the allure of the original. Each bar from artisan FIX Chocolatier is priced at £15, an investment well worth its unique flavour profile and chocolate-making expertise. In response to the need to stock shelves during unprecedented demand, many grocery stores have begun placing purchase limits on customers. Waitrose has introduced a restriction of two bars per customer. That makes it easier for more shoppers to experience this culinary delight!
Its sudden viral hit status proves how quickly trends can emerge on social media platforms, and the impact these platforms have on consumer behavior. The chocolate bar has charmed palates around the globe. At the same time, it has inspired delicious public debate about cultural heritage and the boundaries of creative culinary expression.
Alani and Hamouda, for their part, are continuing to do their best to serve this skyrocketing demand. “We’ll keep going as long as we can pay the rent,” Alani remarked, indicating their determination to sustain their business amidst rapid growth.
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