While on holiday in the United Arab Emirates (UAE) last week, there was only one mission on my mind - getting my hands on the viral "Dubai chocolate" bar. If you're on TikTok, you will have seen the bar, which combines the flavours of chocolate, pistachio and tahini with filo pastry, and is inspired by the Arab dessert Knafeh. The original, called Can't Get Knafeh of It, by FIX Chocolatier, has been sold exclusively in the UAE since 2022. It become so popular on social media that it's only on sale for two hours a day and often sells out within minutes. But now imitations, known by the nickname "Dubai chocolate", have hit UK supermarkets including Waitrose, Lidl and Morrisons, with some supermarketslimiting the number of barscustomers are allowed to buy. Yezen Alani, who co-owns FIX with his wife Sarah Hamouda, told the BBC the global attention Dubai chocolate was getting was "flattering and humbling". The FIX chocolate bar was first imagined by Hamouda in 2021, who craved the flavours while she was pregnant. Alani and Hamouda started developing the bar a year later, running the business alongside their corporate jobs. "Sarah and I were brought up in the UK and we moved to Dubai 10 years ago, so we've got Western and Arab roots. "We wanted to create flavours that were inspired by that," Alani says. Part of the appeal of the chocolate is its exclusivity - you can only order it using a food delivery app, rather than walking into a shop or grabbing it at the supermarket. It costs around £15 per bar and can only be bought during specific hours of the day to ensure the company can fulfil all their orders. I also saw similar bars sold in many shops in the region, dubbed "Dubai chocolate" and adorned with pictures of pistachios and filo pastry. Alani says the "copycat" bars are "very frustrating because people are trying knockoffs, which damages our brand". One of the reasons for the bar's surge in popularity has been social media - with a viral videoby TikTok user Maria Veherafrom 2023 being cited as one of the main reasons for its rise to prominence. It shows Vehera trying the Knafeh bar for the first time - along with several others made by the same chocolatier - and has been liked nearly seven million times. The way the bar looks is made for social media - from the attractive orange and green spots on top of the smooth milk chocolate to the crunch sound it makes when you break off a piece. Chocolate combined with pistachio isn't new but the real standout element is the crunchy nature of the filling, with the filo pastry adding a texture and thickness to the bar. Since the Can't Get Knafeh of It bar is only available in one country, other brands have started to sell their versions in the UK, including Swiss chocolate manufacturer Lindt whose Dubai chocolate is being sold for £10 in supermarkets. Since stocking the bar, Waitrose says they've had to introduce a two-bar limit for customersin order to regulate stock levels. Another version has also been sold by Home Bargains, while supermarket Lidl has its own version for £4.99 and is also limiting purchase numbers. One influencerdocumented how the has bar been kept behind tillsfor this reason. Having tried the Lindt bar and a couple of other versions being sold in corner shops, there is quite a contrast. The FIX chocolate is billed as a "dessert bar" and needs to be kept in the fridge, with a short expiry date like many dairy items. This isn't the case for the others, which have been designed to have a longer shelf life. You can also see the difference in taste and texture - the original bar is almost double the width of the Lindt bar, which is more aligned to the size and shape of a standard chocolate bar. When Alani and Hamouda first started out, they employed one person to fulfil around six to seven orders a day. But since growing in popularity, primarily thanks to TikTok, their business now employs 50 people, who fulfil 500 orders a day. One big talking point has been the price of the product, which is £15 per bar. "It's all handmade, every single design is done by hand," Alani says. "We use premium ingredients and the process is not like making other bars - you've got the baking, moulding the chocolate to the design and with the filling itself, even the pistachios are hand-picked and processed". Speakingto Arabian Business last year,Hamouda said: "My mother used to make Knafeh, and that's something I wanted to capture my own way. "Knafeh was the first flavour we perfected. The crunch, the pistachio, it had to be just right," she added. Despite the product's success, Alani says "it's been a tough journey" as the pair have been working together full time while also raising their two children. "There's been times where we've wanted to give up, but we said to ourselves 'we'll keep going as long as we can pay the rent' and now we have no regrets as its worked out".
From Dubai to Lidl: How one woman's pregnancy craving launched a craze
TruthLens AI Suggested Headline:
"The Rise of 'Dubai Chocolate': How a Pregnancy Craving Sparked a Global Trend"
Bbc News
8.5
TruthLens AI Summary
The viral phenomenon of the 'Dubai chocolate' bar has captivated social media and consumers alike, largely due to its unique flavor profile and the story behind its creation. Originating from the UAE, the bar is a luxurious blend of chocolate, pistachio, and tahini, wrapped in crispy filo pastry, inspired by the traditional Arab dessert Knafeh. It is produced by FIX Chocolatier, co-owned by Yezen Alani and his wife Sarah Hamouda. The couple, who moved to Dubai from the UK, developed the chocolate bar after Hamouda craved its flavors during her pregnancy. The original bar, aptly named 'Can't Get Knafeh of It,' has gained immense popularity, often selling out within minutes during its limited two-hour sales window each day. The exclusivity and high price point of approximately £15 per bar add to its allure, making it a coveted item among consumers. The couple has faced challenges in scaling their business, but they have successfully expanded their operations from fulfilling a mere six to seven orders daily to managing around 500 orders with a team of 50 employees, thanks in large part to viral TikTok videos showcasing the product.
However, the rise of 'Dubai chocolate' has not come without its complications. With the original bar's success, numerous imitations have emerged in UK supermarkets, such as Waitrose and Lidl, often limiting purchase quantities to manage demand. Alani expressed frustration over these copycat products, which he believes undermine the brand's integrity. The viral TikTok video by influencer Maria Vehera significantly contributed to the bar's popularity, showcasing its visually appealing design and unique texture, which differs from other chocolate offerings. While competing brands like Lindt have released their versions, consumers have noted a marked difference in taste and quality, with FIX's product being described as a premium dessert bar that requires refrigeration. Despite the challenges of balancing business growth with personal responsibilities, the success of the FIX chocolate bar reflects the power of social media in driving consumer trends and the enduring appeal of innovative culinary creations.
TruthLens AI Analysis
The article highlights the growing popularity of a specific chocolate bar inspired by traditional Middle Eastern dessert, Knafeh, and how its unique flavors have led to a consumer craze that has transcended its original market in Dubai to become a trending item in UK supermarkets. This phenomenon is tied closely to social media influence, particularly TikTok, which has played a significant role in amplifying the bar's visibility and desirability.
Cultural Significance and Market Trends
The chocolate bar, known as "Can't Get Knafeh of It," represents a fusion of Western and Arab culinary traditions, appealing to a diverse demographic. This blend of flavors, along with its exclusivity and limited availability, contributes to its allure. The article suggests that the combination of social media virality and cultural heritage has sparked a trend that resonates with consumers looking for novel experiences in their food choices.
Challenges from Imitation Products
The article addresses the frustration experienced by the creators of the original bar due to the emergence of imitation products, dubbed "Dubai chocolate." This situation raises questions about intellectual property and brand integrity, as the influx of copycat products could dilute the unique appeal of the FIX chocolate bar. The mention of supermarket restrictions on purchases highlights a reactive measure to manage demand and maintain the product's exclusivity.
Social Media's Role in Consumer Behavior
Social media, especially platforms like TikTok, has dramatically influenced consumer behavior, leading to rapid trends and cravings for specific products. The article emphasizes how a viral video can propel a product into the limelight, altering traditional marketing dynamics. This case illustrates the power of social media in creating demand and shaping market trends, as well as its ability to connect cultural food items with a broader audience.
Implications for the Business Landscape
The success of this chocolate bar and its imitators may lead to increased competition in the food market, pushing businesses to innovate and differentiate their offerings. The popularity of such niche products might also encourage other entrepreneurs to explore culturally inspired foods, further diversifying the marketplace.
Potential Economic Impact
The rise of this product could have implications for both local and international markets, potentially influencing stock prices of companies involved in confectionery and food retail. As consumer preferences shift towards unique and culturally rich experiences, businesses may need to adapt their strategies to capture this evolving market.
Target Audience and Community Support
This trend appears to resonate particularly with younger, culturally curious consumers who are active on social media. The innovative blend of flavors and the story behind the product appeal to those seeking authenticity and creativity in their food choices.
The overall reliability of the article seems strong as it is backed by direct quotes from the creators and observations of market behavior. However, the framing of the story may invoke a sense of urgency and exclusivity that could be seen as manipulative in its portrayal of the product's desirability and the threat posed by imitations. This could lead to heightened consumer interest but also generate skepticism regarding the sustainability of such trends.
In conclusion, the article effectively captures the intersection of cultural inspiration and modern consumerism, highlighting both the opportunities and challenges presented by viral trends in the food industry.