Dubai chocolate: a look back at THE food trend of recent years

Luxus Magazine ^ | 19 Mar 2026 | Pauline Duvieu

[CondoleezzaProtege]

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.

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…

However, it remains to be seen whether the war in Iran and its geopolitical repercussions in the Gulf monarchies will ultimately undermine its success. The very name of Dubai, which until now has been a selling point because it evokes unbridled luxury in the middle of the desert and an oasis of pleasure in the heart of the Middle East, is now far less appealing since military drones and debris from Iranian missiles have darkened the skies over the City of Gold.

[sgt_lau]

There is a Mom and Pop store here in Clearwater that sells a brand I haven’t heard of, and it’s delicious. I eat way too much of it.