From Kitchen Side-Hustle to Global Sensation: The Rise of Dubai Chocolate

The pistachio-infused chocolate bar, inspired by the Middle Eastern dessert knafeh, has become a global sensation, finding its way onto international supermarket shelves, including Harrods, and spawning imitations from major chocolate manufacturers like Cadbury and Lindt.

What is now a household name began as a side hustle for married couple Sarah Hamouda and Yezen Alani. The pair conceived the idea for the chocolate bar in 2021 while working corporate jobs in Dubai, aiming to satisfy Hamouda's craving during her second pregnancy. The craving was specifically for a chocolate version of knafeh, a sweet, syrupy Middle Eastern pastry often featuring pistachios.

"I was craving nostalgia, childhood flavours and certain ingredients," Hamouda said. Before dedicating themselves to chocolate making, both Hamouda and Alani honed their skills in their own kitchen, researching techniques like chocolate blooming and temperature control. "It was just constant learning," Alani noted.

The couple transformed their dining room into a makeshift kitchen, relying on word-of-mouth marketing and participating in small festivals in the UAE. They even relied on friends for support when they could not afford stall fees. "There were times I wanted to give up," Hamouda admitted.

The chocolate bar, officially named "Can't Get Knafeh Of It," gained widespread popularity in 2024 after influencer Maria Vehera posted a video of herself trying it, which garnered over 125 million views. Initially unsure about the video's potential impact, Alani stated, "Neither of us thought it would go viral."

Following the viral video, the couple received thousands of online requests from people worldwide eager to purchase the chocolate. The surge in demand led them to recruit friends in the UK to help manage the influx of online interest. Hamouda recalled instances where they sold out within minutes of opening, with many customers initially disbelieving the rapid sales, attributing it to marketing or PR stunts.

Despite the overwhelming success, Hamouda expressed humility, saying, "Seeing what it's created around the world has been amazing. We didn't expect it to happen."

The product's success has inevitably led to numerous imitations. FIX's website now includes a message urging customers to "Shop the original. Say no to fakes!" The original bar is priced at £18, making it significantly more expensive than versions offered by competitors like Lindt. Alani views the proliferation of similar products positively, stating, "Imitation is the greatest form of flattery... For us to create a category is incredible."

Described as rich and decadent, the chocolate bar is intended to offer the experience of a high-end dessert. "I wanted it to be a dessert encased in chocolate," Hamouda explained.

For the daughter whose craving inspired the creation, Alani reports she is "obsessed" and has an "unlimited lifetime's supply."