In the world of confections, few treats have stirred as much excitement—and chaos—as Dubai chocolate. What began as a pregnancy craving has escalated into a global phenomenon, captivating taste buds and social media feeds alike. This indulgent delight has not only redefined dessert trends but also disrupted supply chains and inspired countless imitators. Join us as we delve into the facets of this sweet sensation that’s taken the world by storm.
The Recipe That Broke the Internet
So, what exactly is a Dubai Chocolate Bar? Well, it contains a chocolate shell, pistachio cream, and crispy kataifi.
It’s sweet, crunchy, creamy chaos—inspired by the Middle Eastern dessert, knafeh. Tahini adds a nutty twist. Chocolate balances the richness.
The whole thing feels like a love letter to flaky textures and creamy fillings worldwide. Here’s the story of how it became a global sensation.
The TikTok That Changed Everything
In late 2023, influencer Maria Vehera bit into a FIX bar on TikTok. The crunch was loud. Her reaction? Dramatic. The internet? Fully obsessed.
That one video hit 120 million views. Viewers were hooked instantly—by the texture, the gooey center, and her very relatable dessert-induced joy spiral.
It wasn’t just a review—it was a full-blown chocolate awakening. Suddenly, everyone needed a bar. Dubai chocolate wasn’t trending—it was taking over the planet. But how did it all start?
Meet the Couple Behind the Cravings
Sarah Hamouda and Yezen Alani are the masterminds behind this global hit. They aren’t your average snack enthusiasts. She’s the flavor genius, he’s the logistics brain.
Both were raised in the UK, surrounded by Arab and Western influences. That cultural combo eventually became the flavor foundation for their now-iconic chocolate bar.
They’re not celebrity chefs or factory moguls. Just two people who love dessert, hustle hard, and happen to understand the emotional power of pistachios and pastry.
From Fog to Sand: The Dubai Move
In 2015, Sarah and Yezen packed their bags, left the drizzle behind, and moved from the UK to Dubai. Sun, spice, and sweeter days.
They settled into life in the UAE, bringing along their cultural mashup roots—and eventually, their sweet tooths went into full entrepreneurial overdrive.
Dubai became the perfect playground. A place buzzing with innovation, indulgence, and hungry influencers. The couple didn’t just move—they found their dessert destiny.
The Birth of a Chocolate Legend
Sarah Hamouda created the original Dubai chocolate bar in 2021 during her pregnancy, when she started craving a sweet treat.
The bar combined chocolate, pistachio, and the crunch of Middle Eastern pastry like knafeh. That craving led to the now-famous bar known as “Can’t Get Knafeh of It.”
The new treat brought Middle Eastern soul into a luxury chocolate bar. Sweet, nutty, buttery, and a little salty? Yes, please.
Knafeh, a Childhood Flavor With a Twist
Knafeh is a classic Middle Eastern dessert. It’s gooey cheese wrapped in shredded pastry, soaked in syrup, and topped with pistachios. Yes—it’s dangerously good.
Sarah Hamouda grew up loving it. Her mom made it, her cravings remembered it. So when chocolate entered the chat, inspiration struck hard and fast.
She decided to reinvent it. Instead of cheese, pistachio cream. Instead of syrup, chocolate. The crunch stayed. It was knafeh, rebranded and bougie.
Starting Small, Dreaming Sweet
In 2022, Sarah and Yezen launched FIX Dessert Chocolatier. It wasn’t flashy—just a tiny operation crafting bars by hand with love (and a whisk).
They didn’t have a storefront or fancy factory. Just a dream, a few ingredients, and a kitchen that probably smelled amazing 24/7.
Orders trickled in slowly at first. But every bar told a story—rich, crunchy, and personal. It was a small start, but the flavor? Anything but modest.
The Power of Social Media
Things rapidly changed for the couple’s small business after Maria Vehera bit into a FIX bar on TikTok in December 2023.
Food influencers took one bite, said “OMG,” and the internet lost its collective mind—the video gathered over 120 million views in just a few days. Snack envy reached critical mass.
Everyone suddenly needed to know: Where could they get this chocolate miracle? Hashtags like #DubaiChocolate exploded, and the demand skyrocketed.
From One Order to a Chocolate Army
When FIX started, they had one employee, filling maybe six orders daily. It was small, cozy, and just enough to keep things running sweetly.
Then TikTok happened. Suddenly, everyone wanted a bite. Orders exploded, and Sarah and Yezen needed more hands—lots of them. Chocolate dreams got real fast.
Now? They’ve got a 50-person team cranking out 500 bars a day. From a side hustle to a sugar-fueled machine—all thanks to one viral moment.
Beyond the Bar That Broke the Internet
FIX isn’t just riding one viral wave—they’ve built a whole dessert universe. Their lineup? Just as wild, indulgent, and TikTok-worthy as the original.
There’s “Cereously Chewy” packed with fudge brownies and cereal, “Baklawa Il The Future” with filo, caramel, and peanut butter, and “MIND YOUR OWN BUISCOFF.” Legendary names.
Each bar has its own vibe—nostalgic, rich, and slightly chaotic. And yes, they’ve teased even more on the way. This dessert empire’s just warming up.
Even Dubai Royalty Joined the Chocolate Party
The brand’s success was so big that Sheikh Hamdan, Dubai’s crown prince and certified dessert enthusiast, teamed up with FIX to launch a brand-new exclusive chocolate bar flavor.
The limited-edition bar featured honey from Sheikh Hamdan’s private apiaries, blended with FIX’s signature pistachio and kataifi combo. Yes, even the bees are elite.
It’s a luxe twist on the viral bar—same viral energy, now with palace-approved ingredients. Basically, if dessert had a monarchy, this would be king.
No Storefront, No Problem
Even with all that global buzz, FIX doesn’t have a shop. No storefront. No fancy dessert counter. Just chocolate—and a super exclusive delivery window.
You can’t walk in and browse. You’ve got to order through a local app, during specific hours. It’s basically dessert meets VIP club access.
That limited availability? Totally intentional. It keeps the hype high, the experience special, and the bars flying off shelves you’ll never actually see.
Sweet Success, Salty Critics
FIX bars now retail for about $18.50 each in Dubai. That’s not just chocolate—that’s a luxury experience wrapped in pistachio dreams and gold foil vibes.
But with fame comes scrutiny. As the bars went viral, some folks started grumbling about the price tag, calling it “overhyped” or “just dessert.”
Still, the demand hasn’t wavered. Love it or side-eye it, people are lining up (virtually) for a taste of this controversial confectionery celebrity.
Defending the Dessert Dollar
When asked about the high price of their products, the couple has explained that it’s all about the craftsmanship. Every single bar is handmade like it’s auditioning for a chocolate museum.
Alana broke it down: “It’s all handmade, every single design is done by hand.” That’s right—no factory lines, just finesse and maybe carpal tunnel.
“We use premium ingredients… even the pistachios are hand-picked and processed.” Basically, you’re not just buying dessert—you’re sponsoring artisan-level snack architecture.
Why You Can’t Get It Abroad (Yet)
FIX isn’t being mean—they just can’t ship it. The bar’s technically a dessert, not a snack, and desserts are super high-maintenance.
It needs refrigeration, like cheesecake or a diva on tour. Short shelf life, creamy filling, and ingredients that don’t vibe with long-distance travel or warm mailboxes.
That’s why it’s not exported. No global rollout, no airport duty-free shelf. If you want one, you go to Dubai—or cry into your inferior chocolate.
When You Can’t Ship It, They Clone It
Since FIX can’t export the real deal, the world did what it always does—made knockoffs. And honestly? It’s been a chocolate free-for-all.
Over the past year, Dubai chocolate clones popped up everywhere. Supermarkets, corner shops, even luxury brands tried recreating the viral crunch. Results: hilariously mixed.
Some bars come close, most don’t. But hey, when you can’t fly to Dubai, a decent dupe might just calm your dessert FOMO… temporarily.
Afters Ice Cream: The Cold Copycat
Southern California’s Afters Ice Cream entered the chat with a frozen twist—Dubai Chocolate Ice Cream Bars, available only at Costco. Yes, exclusivity still matters.
They’ve got the signature pistachio and kataifi crunch, now in creamy ice cream form. It’s rich, sweet, and melts faster than TikTok attention spans.
Afters leaned hard into the trend and nailed the vibe. Cold, crunchy, viral-ready—this version proves even copycats can bring something cool to the dessert table.
Lindt’s Luxe Attempt
Swiss legend Lindt released its own Dubai-style chocolate bar. It’s limited-edition, found in select stores, and wrapped like it’s attending a formal chocolate gala.
It’s smaller than the original, but packs in pistachio cream and crunch. Think of it as Dubai chocolate with a Swiss passport and manners.
Taste-wise, it’s solid. But some fans say it lacks the messy indulgence of FIX. Still, it’s Lindt. They could wrap soap in cocoa and sell out.
Costco Goes Nutty with Nuts Factory
Costco said, “Why not both?” and started selling Dubai-style bars from Nuts Factory—because one viral-inspired bar wasn’t enough to satisfy America’s pistachio cravings.
These bars hit all the Dubai notes: pistachio, chocolate, and a satisfying crunch. Plus, you can buy them in bulk. Costco is always extra.
They’re sweet, they’re snackable, and they’re definitely easier to get than FIX. Dubai? No plane ticket. Just a Costco card and an oversized shopping cart.
Starbucks Went Secretly Dubai
Even Starbucks couldn’t stay out of the Dubai chocolate drama. A secret menu drink inspired by the viral bar is now making waves on TikTok.
The unofficial order includes pistachio syrup, white mocha, whipped cream, caramel drizzle, and chocolate curls. It’s dessert in a cup—with zero chill and max sweetness.
Reviewers say it’s creamy, nutty, rich, and absolutely unhinged—in the best way. Basically, it tastes like drinking a melted FIX bar with extra sass and sugar.
Crumbl Enters the Chat (With a Cookie)
Crumbl couldn’t resist the hype and dropped its own twist on the trend—a Dubai Chocolate Cookie. Because obviously, this chocolate wave needed a chewy version.
Their take includes milk chocolate dough, pistachio buttercream, a crispy kataifi crunch, and a rich swirl of ganache. It’s basically FIX, but cookie-fied.
It’s part of their rotating menu, so it won’t stick around forever. Get it while you can—or emotionally spiral when it disappears like the others.
Local Bakeries Are in on It Too
Across the U.S., independent chocolatiers and bakeries are crafting their own Dubai-style bars. Bigger, bolder, and sometimes even fresher than the original FIX.
These aren’t factory-made—they’re whipped up in local kitchens. You’ll find inventive takes, from added caramel to creative twists on the classic knafeh filling.
It’s Dubai chocolate with a hometown feel. And while the OG still rules the internet, these homemade versions are taking over dessert counters one crunch at a time.
A Viral Chocolate Bar Disrupts Global Pistachio Supply
A chocolate bar went viral—and now pistachios are scarce. Yes, TikTok has officially disrupted agriculture. What’s next, a celery crisis caused by smoothie influencers?
Since late 2023, videos featuring gooey Dubai chocolate bars have racked up over 120 million views. The result? Global nut panic and record demand.
Pistachio prices jumped from $7.65 to $10.30 per pound. All because we can’t stop craving creamy green filling wrapped in chocolate. This is peak dessert capitalism.
U.S. and Iranian Pistachio Producers Struggle to Meet Demand
The U.S. had a rough pistachio harvest—smaller but high quality. Most were sold still in the shell, leaving kernel supply lower than a toddler’s patience.
Iran tried to help, ramping up pistachio exports to the UAE by 40%. Spoiler: even that wasn’t enough. Fix’s bars kept selling like sweet gold.
With more bars needed than nuts available, everyone from farmers to TikTokers now knows: viral chocolate is no joke. It’s snack-driven international trade chaos.
Chocolate Rationing Becomes a Reality Amid Shortages
In some shops, Dubai-style bars are being rationed. You heard that right—limited per customer. Like wartime coffee, but with pistachio and influencer packaging.
Luxury chocolate makers like Lindt and Läderach joined the trend but now struggle to meet demand. Everyone underestimated the dessert-induced pistachio apocalypse.
One executive said it “came out of nowhere.” That’s TikTok for you—one day you’re stable, the next, your raw ingredients are gone with the algorithm.
Dubai Chocolate Isn’t Alone on the Viral Menu
While Dubai chocolate reigns supreme in pistachio-packed fame, it’s far from the only dish to break the internet. TikTok loves a dramatic snack story.
From melted feta to neon milkshakes, the app has turned ordinary meals into trending sensations. One recipe post and suddenly your pantry’s empty.
So buckle up, buttercup—because we’re diving into a delicious list of foods that went viral and made us all hungry, unhinged, or both.
How a Canadian Content Creator Caused a Cucumber Shortage in Iceland
In 2024, TikToker Logan Moffitt, aka “Cucumber Guy,” went viral for his daily cucumber salad videos. Iceland? Completely unprepared for the salad storm.
His soothing voice and satisfying recipes caused cucumber sales to skyrocket. Supermarkets sold out. Imports surged. Iceland was knee-deep in pickle panic, thanks to TikTok.
It wasn’t farming failure—it was influencer impact. One man, one veggie, infinite crunch. Proof that social media can literally change what ends up in your fridge.
Baked Feta Pasta Broke the Internet
Cherry tomatoes, a block of feta, and pasta. Bake it, stir it, cry happy tears. TikTok turned this dish into a worldwide dinner sensation.
Its creamy texture, minimal effort, and photogenic swirl made it a viral masterpiece. Home cooks everywhere said, “Wait—I can be a food influencer too?”
The now world-famous recipe was the brainchild of Finnish food blogger Jenni Hayrinen who posted it in 2021. The dish was so popular in Finland that “stores actually ran out of feta cheese.
Cloud Bread Floated to Fame
Three ingredients—egg whites, sugar, and cornstarch. Whip it, bake it, and boom: you’ve got edible clouds that look better than they taste.
Fluffy, pastel, and totally useless for sandwiches, cloud bread was made for aesthetics. The taste? Meh. The TikTok likes? Astronomical.
First launched by TikTok user @linqanaaa, it’s more of a craft project than a culinary breakthrough. But hey, it made people smile, and that’s more than most toast can claim.
Nature’s Cereal Went Full Wellness
In 2022 TikTok user @natures_food, shared a recipe for what he called “nature’s cereal”: coconut water poured over a mixture of pomegranate seeds, blueberries, strawberries, and blackberries
The recipe went viral after singer Lizzo recommended it. People loved it for the “health glow.” Also, it looked like a skincare commercial in a bowl.
Not everyone loved the texture, but it had the ultimate TikTok power: it looked cool in slow-motion spoon lifts.
Chopped Italian Sandwich Chaos
Take all the best parts of an Italian sub, chop them aggressively, mix with dressing, and stuff it back into a roll. Glorious mess.
This sandwich hack turned deli meats into salad vibes. People loved the flavor punch and loved filming the chopping process even more.
The original viral TikTok was posted on March 19 2023 by user @Big_Erics_BBQ, and has since garnered 449.8k likes and over 4,500 comments.
Grimace Shake Got Grim
In 2023, McDonald’s new milkshake went unexpectedly viral on TikTok, inspiring a horror-themed meme in which people pretend to suffer a gruesome fate after tasting the “Grimace Shake.”
Grimace (McDonald’s muppet-like mascot introduced back in 1972), underwent a dramatic transformation for Gen Z, the cuddly monster now depicted as a demonic entity.
McDonald’s purple birthday shake became a meme monster. TikTokers drank it, then collapsed dramatically. It was horror comedy, dairy-based, and oddly beautiful. Sales skyrocketed!
Tanghulu Got That Candy Crunch
In early 2023, candied fruit skewers from China hit TikTok with a crack. Strawberries in hardened sugar made ASMR fans weak in the knees.
Tanghulu is sweet, shiny, and violently crunchy. Watching someone snap into a Tanghulu is like watching a glass window shatter—oddly satisfying and addictive.
People even tried making it at home, often burning sugar and dignity. But hey, beauty is pain, especially in dessert form.
Girl Dinner Was a Whole Mood
Girl Dinner isn’t a recipe—it’s a lifestyle. Cheese, crackers, pickles, vibes. It’s lazy, weirdly empowering, and honestly delicious when you’re too tired to function.
The “Girl Dinner” trend on TikTok was started by content creator Olivia Maher. She coined the term and shared a video of her own meal of bread, cheese, and cornichons, calling it a “girl dinner”.
The trend hit because it’s real. No shame. No cooking. Just assembling your snacky chaos into a meal and calling it self-care.
Lasagna Soup Is Hot and Hearty
Lasagna soup swept the internet up in a cozy, cheesy swirl back in 2023 when TikToker Danny Freeman (also known as @dannylovespasta) shared videos about the pasta innovation.
Instead of layering noodles, cheese and marinara and popping it in the oven, the cookbook author’s stovetop-friendly version combines the same elements in a pot instead.
His lasagna soup videos have tens of millions of views — and praise from stars like SZA — and influenced nearly 20,000 TikToks under the tag #lasagnasoup.
Sleepy Girl Mocktail Tucked Us In
Shared by Gracie Norton in 2023, the “Sleepy Girl Mocktail” is a viral TikTok trend that gained popularity as a potential sleep aid.
Cherry juice, magnesium powder, and sparkling water. It’s not just a drink—it’s a bedtime ritual in a cute glass. Goodbye, melatonin gummies.
While many users claim it helps them sleep better, scientific evidence supporting its effectiveness is still limited.
Chamoy Pickle Meltdown
The “Chamoy Pickle Meltdown” trend is a viral food sensation on TikTok where dill pickles are soaked in chamoy sauce, a tangy, sweet, and spicy Mexican condiment.
People would then stuff or wrap them with various candies and snacks like Takis, Fruit by the Foot, or Salsaghetti. Tasty, right?
The trend gained popularity due to its unique flavor combination and the visually appealing presentation of the kits.
Cowboy Caviar Yeehawed Its Way Back
Cowboy Caviar, also known as Texas Caviar, is a bean salad dip, typically made with black beans, black-eyed peas, and various other ingredients like corn, peppers, and tomatoes, all mixed.
The name is a tongue-in-cheek reference to the black-eyed peas, which resemble caviar. It was initially created in 1940 by chef Helen Corbitt at Neiman Marcus in Dallas, Texas, and was called “Texas Caviar” at the time.
The dish gained popularity on TikTok, with the tag currently having over 10 billion views, as various users shared their own spins on the recipe.
Cottage Cheese Ice Cream Confused Everyone
The TikTok trend of cottage cheese ice cream involves creating a frozen dessert by blending cottage cheese with sweeteners and flavorings, then freezing it.
The trend gained popularity due to its perceived health benefits and ease of preparation, often touting it as a high-protein, lower-calorie alternative to traditional ice cream.
Popularized by creators like @lainiecooks and other health-conscious influencers, the trend gained traction as a way to enjoy a creamy, delicious dessert without the guilt of traditional ice cream.
Upside-Down Puff Pastry Was Flaky Genius
The viral “Upside-Down Puff Pastry” TikTok trend involves baking puff pastry tarts with the fillings (fruit, cheese, etc.) on the bottom and the puff pastry on top.
The trend was popularized by food content creator Lily Ghodrati. Put your toppings down first, puff pastry on top, then flip after baking. What sorcery is this? It’s TikTok brilliance.
Tomatoes, onions, fruit—anything works. It’s caramelized, crispy, and way too easy. Pastry chefs were unwell watching this chaos actually work.
TikTok’s Fried Pickle Cheese Craze: “Pickles in a Blanket”
In 2023, this viral snack trend paired melted cheese with crunchy pickles, creating a salty, crispy, low-carb treat that has taken over TikTok food circles.
Started by creator @clurmurr, the method involves melting cheese in a pan, wrapping it around a dill pickle spear, and letting it crisp up into a savory bite.
Fans love experimenting with cheese types and add-ons like salami or spices. Many serve it with ranch or hot sauce for extra flavor and snack satisfaction.
Chicken Cobbler Was Internet Comfort
The TikTok Chicken Cobbler trend was a viral recipe for a casserole-style dish, popularized by Your Barefoot Neighbor.
The dish is essentially a shortcut version of chicken pot pie, using readily available ingredients like rotisserie chicken, frozen vegetables, biscuit mix, and cream of chicken soup.
Easy, cozy, and wildly photogenic. This was less of a recipe, more of a collective food hug.
Pickle-Flavored Everything Took Over
Pickles went rogue. Chips, popcorn, dips, soda—yes, soda—all embraced the dill. TikTok gave this flavor its own crunchy revolution.
People either loved it or needed therapy after trying it. But the videos? Pure chaos. Sour faces. Tangy reviews. Iconic reactions.
Pickle everything became the flavor trend nobody asked for, but everyone engaged with. Resistance was futile.
Barbiecore Took Over Our Plates
Back in 2023, the Barbie movie didn’t just hit theaters—it hit our kitchens. Pink milkshakes, pink cakes, pink pasta. It was food cosplay with sprinkles.
TikTok turned meals into fashion moments. Edible glitter, whipped cream mountains, and every shade of magenta under the sun made an appearance.
Some said it was too much. Others said it was everything. Either way, pink food had a very extra moment.
From Cravings to Global Craze: The Internet Decides
Dubai chocolate proved one thing loud and clear: if your product is good—and scroll-stopping—TikTok can take it from kitchen to cult status overnight.
You don’t need a massive marketing budget. Just flavor, flair, and one perfectly filmed gooey center to trigger a worldwide dessert obsession.
In today’s world, the algorithm is the gatekeeper—and when it loves you, it really loves you. Just ask FIX. Or pistachio farmers everywhere.