The Dubai chocolate bar has taken social media by storm, creating a frenzy among chocolate lovers. Originally crafted in the UAE by Fix Dessert Chocolatier, this handmade treat combines smooth milk chocolate with a creamy pistachio filling and crispy kataifi.
Since these bars are exclusive to the UAE, global brands and local stores have begun launching their own versions to meet demand. Even Swiss chocolatier Lindt has released a similar creation, adding to the craze.
Recreations Sell Out in Minutes
Despite being replicas, these chocolate bars have become instant hits. In many cases, they disappear from store shelves within hours—or even minutes. Some eager customers wait in long lines outside stores, only to leave empty-handed.
In Portugal, resellers are cashing in on the hype. Bars are being resold on platforms like OLX and Vinted for prices ranging from €5 to €50. A €4.99 version from Lidl is being flipped for around €20. According to a Lindt employee, their Dubai chocolate bars sold out in just 40 minutes.
With demand soaring, bulk buyers are stockpiling the bars and reselling them at inflated prices. Others have taken to TikTok to share homemade versions, further fueling the trend.
Europe Struggles to Keep Up with Demand
Retailers across Europe, including in France, Germany, and the UK, are struggling to keep up with consumer demand. However, the popularity of the product has also sparked legal disputes. In Cologne, a court ruled that Aldi can only market its version as “Dubai chocolate” if it originates from the UAE. Aldi’s product, made in Turkey, has faced restrictions as a result.
Meanwhile, new spin-off products are emerging. Dubai chocolate bar cakes are gaining traction on social media and appearing in bakeries.
Fix Dessert Chocolatier founder Sarah Hamouda revealed that her company now processes around 100 orders per minute—compared to just a handful per day only weeks ago.
Exclusivity and Ingredients Drive Prices Up
The original “Can’t Get Knafeh Of It” bar is priced at AED 68.25 (€17.20). The high cost reflects its premium ingredients, including Belgian or Swiss chocolate, pistachios, and knafeh. Handmade production also contributes to its exclusivity and pricing.
Social media has amplified the chocolate’s desirability, making it a must-have luxury item. As limited supply meets skyrocketing demand, the resale market continues to thrive