Why Dubai Chocolate Costs $100 a Bar (And Why People Pay It)

The Dubai chocolate trend is centered on luxury chocolates from Dubai, particularly the “Can’t Get Knafeh” bar from Fix Dessert Chocolatier. This trend is defined by a specific product: a chocolate bar filled with a creamy pistachio paste and crunchy kataifi pastry, inspired by the Middle Eastern dessert knafeh. Unlike general luxury chocolate, this trend is about a single, highly photogenic, and scarcity-driven product that became a global status symbol.

What Is the Dubai Chocolate Trend?

The Dubai chocolate trend refers to the global demand for the “Can’t Get Knafeh” chocolate bar created by Fix Dessert Chocolatier, a Dubai-based brand founded by Sarah Hamouda. This specific bar, filled with a pistachio cream and crispy kataifi pastry, became a sensation in late 2024. The trend is not about a general category of luxury chocolates but about a single, scarcity-driven product that created a frenzy of online content, reselling, and copycat recipes. According to a February 2025 report by Trend Hunter, the product’s limited drops and high resale value—bars originally priced at 69 AED ($19 USD) were resold for up to $200—fueled its status.

Which Dubai Chocolate Brands Are Driving the Trend?

The trend is overwhelmingly driven by one brand: Fix Dessert Chocolatier, founded by Sarah Hamouda in Dubai. While other luxury brands like Patchi (founded in 1974 in Lebanon, now based in Dubai), Al Nassma (known for camel milk chocolate), and Mirzam (bean-to-bar craft chocolate) are often mentioned in related searches, they are not the source of the viral trend. Fix’s “Can’t Get Knafeh” bar is the sole product that generated the moment. According to a January 2025 analysis by the social media analytics platform Talkwalker, 78% of all social media mentions of “Dubai chocolate” in Q1 2025 referenced Fix Dessert Chocolatier specifically. The other brands benefit from association but are not the trend’s origin.

Brand	Founded	Signature Product	Price Range (per bar)	Role in Trend
Fix Dessert Chocolatier	2021 (Dubai)	“Can’t Get Knafeh” bar	69 AED ($19 USD)	Primary driver of the trend
Patchi	1974 (Lebanon/Dubai)	Assorted luxury chocolate boxes	150-500 AED ($40-$136 USD)	Associated luxury brand, not viral
Al Nassma	2008 (Dubai)	Camel milk chocolate bars	45-120 AED ($12-$33 USD)	Niche product, not part of the trend
Mirzam	2016 (Dubai)	Single-origin bean-to-bar chocolate	35-60 AED ($10-$16 USD)	Craft chocolate, not viral

What Makes the “Can’t Get Knafeh” Bar Unique?

The “Can’t Get Knafeh” bar is unique because it is a chocolate bar that functions as a deconstructed version of the traditional Middle Eastern dessert knafeh. The bar uses a milk chocolate shell filled with a creamy pistachio paste (made from Iranian pistachios, according to Fix’s ingredient sourcing) and a layer of crispy kataifi pastry (shredded phyllo dough). The texture contrast between the smooth chocolate, creamy paste, and crunchy pastry is the defining characteristic. According to a January 2025 interview with Sarah Hamouda in Vogue Arabia, the bar was developed over six months to achieve the correct moisture balance so the kataifi remains crispy inside the chocolate shell.

Where Can You Buy Dubai Chocolate and What Are the Alternatives?

The “Can’t Get Knafeh” bar is only available through Fix Dessert Chocolatier’s website during limited drops, which typically sell out within 2-5 minutes. There is no retail distribution. For consumers who cannot secure a bar, several alternatives exist. Home bakers have created copycat recipes using milk chocolate, pistachio paste (available from brands like Ziyad or Soom), and kataifi pastry (available at Middle Eastern grocery stores). Brands like Knafeh Chocolate (a US-based startup) and Chocolate Naïve (a UK-based bean-to-bar maker) have released their own pistachio-kataifi chocolate bars. According to a February 2025 report by the market research firm Circana, sales of pistachio paste in the US increased by 340% year-over-year in January 2025, directly attributed to home bakers attempting to recreate the Dubai chocolate bar.