The Dubai chocolate bar from FIX has taken over social media. People worldwide are trying to get their hands on it.
This chunky, handcrafted chocolate, also called Dubai Kunafa chocolate, has rich flavors and unique designs. It’s one of the most wanted treats of 2024.
What is the Dubai Chocolate Bar?
The viral Dubai chocolate bar from FIX, which stands for “Freakin’ Incredible eXperience,” is called “Can’t Get Knafeh of It.”
It’s made with crispy knafeh, pistachio, and tahini paste, all covered in smooth milk chocolate. This mix combines Middle Eastern flavors with the richness of chocolate.
In addition to this popular flavor, FIX also offers other bars like a Pretzel bar, which has crispy knafeh and salted caramel pretzel for a salty-sweet taste, wrapped in milk chocolate.
They also have the same viral flavor in 72% dark chocolate, giving it a bold twist.
FIX doesn’t have a website or physical store, but you can order online through Deliveroo. They now have two order times daily: 2 PM and 5 PM (before, it was just one).
The bar costs around 70 AED. You can get a discount if you buy a box of six, which comes in cute packaging.
How Dubai Chocolate Bar Went Viral
The biggest boost to FIX’s popularity came from a viral ASMR video by TikTok food influencer Maria Vehera (@mariavehera257). Posted at the end of 2023, the video has over 113 million views and keeps growing.
In the clip, she simply eats the FIX bar, but the crunchy sound and vibrant pistachio-green color grabbed everyone’s attention. One comment, with 210K likes, said, “I thought that was guacamole!” This funny reaction may have sparked the TikTok trend.
It’s crazy how a simple video can create a global sensation. However, the mix of eye-catching chocolate, bold flavors, and smart branding helped FIX dominate social media worldwide.
The Woman Behind FIX: Sarah Hamouda
FIX was founded in 2021 by Sarah Hamouda, a British-Egyptian entrepreneur who has called Dubai home for nine years.
What started as a side project quickly turned into a successful business, inspired by her pregnancy cravings.
She set out to create something special, going beyond typical chocolate bars to offer a fun, unique, and indulgent treat.
Each FIX bar is handmade with vibrant, artistic designs on every piece, adding a touch of exclusivity. Because of this, production is kept limited, making the bars highly desirable.
Smart Marketing & Creative Flavors
FIX didn’t just rely on viral moments, it also nailed its branding and product design.
The bars come in various flavors, each with a fun name like ‘Catch Me If Pecan’ and ‘Butter to Be Safe Than Salty.’
The packaging is eye-catching, adding to the excitement of unboxing a FIX bar. This combination of original recipes, limited production, and smart marketing has fueled its continued success.
Alternatives and DIY Recipes
With FIX bars gaining popularity and quickly selling out, other brands in Dubai and worldwide have taken notice and launched their own bars to tap into the trend.
Some of the notable competitors in the UAE include:
- FEX – In our opinion, one of the best copy, with its rich pistachio taste. You can find them in supermarkets around the city.
- Patchi – A premium brand that has long been a favorite for high-quality chocolates. Their chunky versions are now part of the trend, and their elegant packaging makes them stand out.
- The Big Daddy Chocolate – A more affordable option, available on Noon for around 23 AED for a 125g bar. This budget-friendly brand offers a great choice if you want to try the combination of chocolate, kunafa, and pistachio without breaking the bank.
If you’re having trouble getting your hands on the bar, why not try making your own? There are plenty of recipes online that aim to recreate the viral FIX chocolate bar, so if you’re up for it, give it a go!
You’ll also find variations, like healthier options, less sweet versions, or even ones with peanuts.
Have fun and enjoy!
FIX has turned a simple idea into a global trend, showing that the perfect mix of unique flavors, bold branding, and social media buzz can transform a small business into an international success.
With demand still growing in 2024, FIX continues to be one of Dubai’s most exciting food business success stories.
The real question is: have you tried it yet?
