The Sweet Spark
Born in Dubai in 2021 from the kitchen of British-Egyptian Sarah Hamouda , “Can't Get Knafeh Of It” — aka Dubai chocolate — emerged from her craving for knafeh during pregnancy. With the help of pastry chef Nouel Catis Omamalin, she combined pistachio‑tahini cream with shards of kadayif pastry, encased in chocolate.
Viral Take‑Off
In December 2023, TikTok influencer Mariia Veher unveiled the bar on camera, amassing over 120 million views instantly. Overnight, the bar became a global food obsession.
Scarcity + Sensory Design
FIX Dessert Chocolatier made just a few dozen bars a day, hand‑crafting each piece. Those visual layers — green pistachio cream, golden pastry — turned it into social media eye candy, fueling both demand and resale mania.
Meanwhile, international retailers like Lidl, Lindt, and others released “Dubai-style” versions, triggering supermarket rationing and even legal battles in Germany over naming rights.
Market Disruption & Supply Ripples
The craze sparked a global pistachio shortage and supply chain strain — cocoa prices spiked nearly 200% since early 2023.
Yet, the UAE–chocolate market still grew, valued at $736 million in 2024. Dubai chocolate helped define this surge in premium, narrative-driven confections.
Cultural & Commercial Impact
Dubai chocolate is more than a bar — it’s category-defining flavor innovation. From pistachio‑infused coffees and ice creams to collaborations with major brands like Shake Shack, the influence is everywhere.
Final Thought
Dubai chocolate’s journey—from pregnancy craving to international trend—is more than a dessert story; it's a case study in social storytelling, scarcity marketing, and global flavor disruption.
Whether you're in brand strategy, retail innovation, or cultural product design, the Dubai chocolate phenomenon offers powerful lessons — and maybe a craving too.