A pregnancy craving in the Middle East has sparked a retail revolution, with Dubai chocolate bars becoming a global phenomenon and small businesses thriving as a result.
In 2021, Sarah Hamouda had a craving for a dessert inspired by the Arab pastry ‘Knafeh.’ This idea sparked the creation of FIX Chocolatier’s iconic ‘Dubai chocolate’ bar, which has since taken the world by storm. The bar combines flavors of chocolate, pistachio, and tahini with filo pastry, making it an exclusive and sought-after treat.
Knafeh is a traditional Middle Eastern dessert originating from Palestine.
The dish consists of shredded phyllo dough, cheese, and syrup.
It is typically served warm and is often garnished with pistachios or almonds.
Knafeh has been a staple in Palestinian cuisine for centuries and is often served at special occasions such as weddings and holidays.
Hamouda and her husband Yezen Alani co-founded FIX Chocolatier in 2022, after years of working corporate jobs. Their business grew rapidly due to the bar’s popularity on social media, particularly a viral TikTok video by ‘Maria Vehera.’ The bar’s unique taste and texture, along with its exclusivity, have made it a favorite among chocolate lovers.
The original Dubai chocolate bar, ‘Can’t Get Knafeh of It,’ has become popular for its thick pistachio filling and Knafeh dessert-like taste. Its popularity has led to the creation of imitations by other brands, including Swiss chocolate manufacturer Lindt, which is selling its version in UK supermarkets.
The rise of Dubai chocolate has had a significant impact on small businesses like FIX Chocolatier. The company now employs 20 people and fulfills 500 orders a day, up from one person handling six to seven orders per day. However, the increased demand has also led to challenges, such as managing stock levels and maintaining quality.
Dubai, known for its luxurious lifestyle and high-end amenities, has also become a hub for chocolate enthusiasts.
The city is home to several world-class chocolatiers and confectioners who offer an array of exquisite 'chocolates' made from the finest ingredients.
Dubai's chocolate scene is influenced by international trends, with many local chocolatiers incorporating unique flavors such as cardamom and rose into their creations.
According to a report, the UAE's chocolate market is expected to reach $1.3 billion by 2025, driven by growing demand for premium and artisanal 'chocolates'
The Dubai chocolate bar’s high price point of £15 per bar has been a topic of discussion among consumers. Alani explains that the product is handmade, using premium ingredients and a labor-intensive process. The bar is designed to be a dessert experience, with a short expiry date and refrigeration required.
Despite the challenges, Hamouda and Alani have no regrets about pursuing their passion project. They have created a business that not only brings joy to chocolate lovers but also provides them with a sense of fulfillment and purpose. As they continue to innovate and expand their product line, it’s clear that Dubai chocolate is here to stay.
