In just a few months, Dubai chocolate has become one of the most talked-about food phenomena on social media. Behind this ultra-indulgent bar lies a recent history, rooted in Middle Eastern culinary tradition and propelled to fame at lightning speed by TikTok.
Frozen raspberries coated in chocolate, lasagna soup, feta and tomato dough… TikTok continues to surprise palates by turning certain dishes into viral content, even forcing manufacturers to redouble their efforts to meet demand. The most notable example? The famous Dubai chocolate that has flooded social media over the past two years and is now enjoyed as a sweet treat all over the world. Let’s take a look back at a rise that no one saw coming.
From a chocolate workshop in Dubai…
Dubai Chocolate was created in 2021 by Fix Dessert Chocolatier, a boutique based in Dubai. Its creator, Sarah Hamouda, an engineer of British-Egyptian origin, teamed up with chef Nouel Catis Omamalin with a simple but bold idea: to transform the experience of knafeh, an iconic Middle Eastern dessert made with kadaif [editor’s note: fresh angel hair], cheese, butter, and pistachios or walnuts, topped with syrup, into a modern chocolate bar. The flagship product, called “Can’t Get Knafeh of It,” remains a niche item, sold in limited quantities and mainly to a local clientele.
Its DNA lies in its composition. This milk chocolate bar contains a generous pistachio cream center, enriched with tahini, the famous sesame paste. Inside, there is also kataifi, a finely shredded filo pastry that provides a striking crunchy contrast. This combination creates an unusual sensory experience: crunchiness mingles with melt-in-the-mouth texture, while pistachio dominates the flavor profile. Visually, the bright green filling contrasts with the chocolate. A detail – alongside its exotic name – that would play a key role in its success…
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Featured photo : Bonni Bakery
