Screenshot / @fixdessertchocolatier
A chocolate bar topped with pistachio and from Dubai is emerging as the trendy product of the moment, racking up millions of views on the Chinese social network.
For several months, in the culinary stratosphere of TikTok, Dubai chocolate has dominated the algorithm. It’s hard not to miss this XXL-sized chocolate bar, decorated with hand-painted speckles and topped with a crispy pistachio and almond filling. knafehthis emblematic pastry of Levantine cuisine made from only, angel hair. A creation with an evocative name, “Can’t get knafeh of it”, (I can’t “knafeh” that), signed Fix Dessert Chocolatier, a brand from Dubai. On TikTok, this tablet has millions of views, some using its crispiness to make ASMR videos, others trying to reproduce its recipe at home. As for French users, one question is on everyone’s lips: where can you buy it? We take stock.
Unfair competition
No need to look very far: despite the astonishing success of the chocolate creation, it is only sold in Dubai. At least the original tablet. Enough to inspire competition, with certain brands rushing to reproduce the creation to sell it under their TikTok name in order to deceive customers, like “The Original Dubai Chocolate”. Variants available on Amazon and sold between €19.90 and €26.90 per tablet, or in certain Parisian supermarkets, like the Intermarché de Ménilmontant, which sold them last October.
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Unfair competition which pushed Fix Dessert Chocolatier to warn its customers in a post published on their Instagram page: “Beware of scammers! So-called distributors do not keep Fix dessert bars in good condition and sell them three times more expensive, taking advantage of the loyalty of our customers. We are working hard to make Fix available in other cities, to ensure you get the quality and authenticity you deserve.”
A success story entrepreneurial
We owe this internationally successful creation to the Anglo-Egyptian Sarah Hamouda. Based in Dubai for nine years, the 38-year-old entrepreneur is launching Fix Dessert Original in 2022 as a side business. Inspired by her cravings during her pregnancy, she created a chocolate bar whose tasting became an experience and in just a few months, her creation went viral. “To be honest, at no time did I think that it would become global,” the entrepreneur confided to CNN Travel on June 18.
Despite the strong demand, Sarah Hamouda has chosen not to export her product yet to preserve all its quality. In fact, each bar is made by hand: from the chocolate to the filling, including its decorations made with edible coloring. From now on, its range includes a tablet mixing brownie and corn-flakesanother marrying knafeh crispy and salted butter caramel pretzel, or a white chocolate bar with a speculoos filling. While waiting for these creations to arrive in France, you can always try your hand at making them at home.
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