In early August, social media was taken over by a new trend: a brick-shaped chocolate bar filled with a pistachio filling that seemed to melt but also crackle every time someone took a bite. As with most online food trends, the “viral Dubai” chocolate bar became a sensation. From the moment it first appeared on social media, it seemed to be everywhere.
The “Can't Get Knafeh of It” chocolate was created by Fix Dessert Chocolatier, a Dubai-based pastry shop. The chocolate includes elements of the traditional Middle Eastern dessert knafeh: crispy kadaif, pistachio cream and tahini, wrapped in a layer of milk chocolate.
How much does it cost and how do I order it?
A single chocolate bar costs 68.25 UAE dirhams (about $18.50), while a box of six costs 385.50 dirhams (about $105). According to Fix Dessert, the chocolates are exclusively available in Dubai and can only be ordered at 2pm or 5pm, with delivery via the Deliveroo app.
The origins of this chocolate have deep cultural roots, but its presentation in a modern and luxurious form has made it an international phenomenon. For anyone who has tried a version of knafeh, this chocolate carries the flavor of the Middle East in a bite that is both nostalgic and contemporary.
