Viral Dubai Chocolate: A Sweet Internet Obsession
How this treat has the world in a chokehold.
“Not only does the physical attractiveness of the treat catch the eyes of people, but the texture is the main reason it has gone viral.”
The sensational dessert had spread all across the globe, from teenagers trying the treat to influencers trying to recreate the recipe. The Dubai Chocolate, made of a rich milk chocolate shell filled with kataifi pistachio filling (along with other added variations like tahini) has become a global phenomenon since its viral rise in December 2023. The dessert gained even more traction after TikTok food influencer Maria Vehera recorded an ASMR of her eating the bar in her car.
Who is the Mastermind of This Sweet?
The creation of this sweet treat may surprise many since the bar was invented to satisfy Sarah Hamouda’s pregnancy cravings. Inspired by the Middle Eastern dessert Knafeh made of kataifi, cheese and attar (a sweet syrup), the British Egyptian CEO and pastry chef Nouel Catis Omalin created multiple chocolate bars. The entrepreneur created her business FIX Dessert Chocolatier in 2021, which increased in popularity because of her unique approaches when it came to chocolate bars and her humorous puns. For example, the name of some of her treats include You Karack Me Up and Donut Be Late. Her products have gotten so popular that Hamouda stated to CNN reporter Bijan Hosseini that before FIX had gotten around 6 orders each day, but now it has gotten up to 100 orders a minute!
Photo Credit: Vogue Arabia
What Makes the Dubai Chocolate so Alluring?
Described by many as attractive, the aesthetic of the bar varies from multicolored white chocolate drizzles to delectable nut toppings. Not only does the physical attractiveness of the treat catch the eyes of people, but the texture is the main reason it has gone viral. Kataifi, the cause of the “snap and crunch”, is filo (phyllo) dough— which is then shredded and served in multiple Middle Eastern desserts.
Most chocolate bars solely feature chocolate, but unlike them, FIX offers bars with distinctive, flavorful fillings. One includes Butter to be Safe Than Salty, which is crispy filo pastry, peanut butter, caramel and cinnamon. Their chocolate proportions are also dominant compared to the average bars with thicker, wider bars.
The Dubai Chocolate’s popularity was also propelled due to the amount of social media influencers sharing the dessert on their platforms. The original TikTok that started the entire frenzy had amassed millions of views, inspiring hundreds of creators to follow suit and contribute to the global obsession.
Where Is the Bar Being Sold?
Due to the increasing demand of the Dubai Chocolate, multiple sellers have popped up from online retailers to local stores such as Trader Joe’s. Unfortunately, many counterfeits have appeared as well made with low-quality ingredients such as made with inferior substitutes and more processed, so consumers should be cautious in their journey of browsing for the sweet.
For those looking to try the authentic Dubai Chocolate bar (aside from the original FIX Dessert Chocolatier), here are some reliable and vetted retailers to consider:
How Can You Create the Dubai Chocolate?
Recipe from Vicky Pham
Yield: Two large chocolate bars
Ingredients required:
3 c Kataifi
6.7 oz Pistachio Nut Butter
2 Tbsp Tahini
2 Tbsp Salted Butter (If none available, add salt to the Tahini)
10 oz Dark/Milk Chocolate Wafers (Depends on sweetness preference)
5 oz White Chocolate Wafers (Opt.)
2 Silicone Candy Bar Molds
Instructions:
Add drizzles of melted the white chocolate wafers into the silicone mold to your own preferences (Let set before adding milk/dark chocolate coating).
Add a thin melted milk/dark chocolate layer on top and let cool until firm in the fridge (Save some for later!).
Cut the kataifi into small pieces then toss in a pan with salted butter and toast until it turns into a golden brown color. After turning off the heat, add pistachio nut butter and tahini and stir to fully combine the mixture.
Remove the mold from the fridge and add the pistachio filling inside.
Top with more melted milk/dark chocolate and make even.
Set in the fridge once more to set the chocolate.
Remove the bar from the mold and enjoy!
Photo Credit: Florida Today
The Sweet Sensation
From Hamouda’s pregnancy cravings to an internet uproar, the Dubai Chocolate has combined Middle Eastern culture with an addicting texture that has everyone reaching for more. What started as a side hustle in 2021 exploded into an international craze, raging on for around a year now! Whether people are ordering the FIX original bar, exploring alternatives, or attempting to make their own, one thing is for certain, the dessert has made a mark on all social media platforms. The Dubai Chocolate Bar with its unique crunch and indulgent chocolate layers, isn’t just a sweet, it’s an experience.
Links
Gayatri, Soumya. “‘It was born to be a champion”’: How Dubai chocolate conquered the world.” BBC, https://www.bbc.com/travel/article/20250502-how-dubai-chocolate-conquered-the-world#
Askinasi, Rachel. “Why the viral Dubai chocolate bar is all over TikTok.” Today, https://www.today.com/food/trends/viral-dubai-chocolate-bar-rcna169625#
Hamouda, Sarah. “FIX DESSERT CHOCOLATIER.” Fix Dessert Chocolatier, https://fixdessertshop.co/
Domrongchai, Ali. “The Best Places to Buy the Dubai Chocolate Bars People Can’t Stop Raving About (Beware of Counterfeits!).” the kitchn,https://www.thekitchn.com/where-to-buy-dubai-chocolate-23719777
Pham, Vicky. “Viral Dubai Pistachio Chocolate Bar.” Vickey Pham, https://vickypham.com/blog/viral-dubai-pistachio-chocolate-bar/
