Dubai Chocolate- Why is it Everywhere?

A confectionery fad has overtaken the internet, and you’ve probably heard of it: Dubai chocolate. With its recent rise in popularity, the milk chocolate dessert encasing blended kadayif, filled with pistachio cream, and mixed with tahini has become a must-try for many.

Originally though, Dubai chocolate bars were just an idea from Sarah Hamouda, the founder of Fix Dessert Chocolatier located in Dubai, who was inspired by her pregnancy cravings. She hoped to create a dessert that strayed from the average chocolate-eating experience.

Sarah combined pistachio, tahini paste, phyllo dough, and kataifi or kadayif. Together, they created a texture and flavor that has fascinated the internet and launched social media users into a frenzy in hopes of trying the unique treat. Officially, the bars are called “Can’t Get Knafeh of It.”

TikTok is where Dubai chocolate truly got its taste of sweet success as it became a trend to bite into the crunchy bars and listen to the pleasant crisps and sounds. One influencer and ASMRist, Maria Vehera, first made a video about biting into these coveted bars in 2023 and it went viral. Since then, thousands of people have recorded their reactions and given their opinions. Moreover, Fix Dessert Chocolatier has amassed a large following and a serious increase in sales thanks to the trends.

Yet, it doesn’t stop there. Bakers and confectionaries have begun incorporating the delicacy into a vast variety of other treats for their businesses like cakes, cookies, tarts, truffles, milkshakes, and cups, all made and filled with the sensational and special filling of the Dubai chocolate bars are becoming quite popular, too.

Some at-home bakers have even gone as far as to directly add Dubai chocolate to their recipes. Brownies have been the primary victim of this trend, with people adding bars into their mixers and hoping for the best. It works though; the sweet milk chocolate, the velvety brownie mix, and the satisfying texture of the pistachio, tahini, and kadayif blend together perfectly.

Major retailers are also participating in the Dubai chocolate sweep. Stores like Costco, Walmart, and even the ever-reliable Amazon have their lines and versions of Can’t Get Knafeh of It currently being sold.

The internet has voiced its enraptured opinions, but what about Ferguson students? 

“I just think it’s stupid, I mean, it’s just chocolate, y’know? I don’t believe it should get this much attention,” said Melanie Bermudez, a 10th grader.

“I really love it. The flavors are scrumptious and the green inside is so fun too,” Victoria Paez, an 11th grader, stated.

Dubai chocolate is truly irresistible. It is a creative combination of Middle Eastern classics and delectable milk chocolate that makes your mouth water just thinking about a bite.