Dubai chocolate is a thick chocolate bar filled with pistachio cream, crispy toasted kataifi pastry and a touch of tahini. It's the sweet that took TikTok by storm in late 2023 and hasn't really stopped since. If you've been seeing it everywhere and want to know what's actually in it, you're in the right place. Our chocolate range is a great place to start once you're hooked.
Estimated reading time: 5 minutes
What Are The Four Main Ingredients in Dubai Chocolate?
Dubai chocolate is built around four things, each doing a different job.
The four components are: a chocolate shell (milk, dark or white), pistachio cream, tahini and crispy kataifi pastry made from toasted shredded phyllo dough. Together, they give you three very different textures in a single bite. Smooth, creamy and properly crunchy. That's a big part of why people can't stop talking about it.
The pistachio cream is the star. Authentic Dubai chocolate uses real pistachio cream made from 100% roasted pistachios, which gives it that vivid green colour and intensely nutty flavour.
And then there's tahini. It's the ingredient most home recipes skip and most professionals insist on. It adds an earthy sesame depth that balances the sweetness of the chocolate and the richness of the pistachio. Subtle, but essential.
What is Kataifi, and Why Does it Matter So Much?
Kataifi is arguably what makes Dubai chocolate worth talking about. It's shredded phyllo pastry, traditionally used in Greek and Middle Eastern desserts. In Dubai chocolate, it's toasted in butter or ghee until deep gold and shatteringly crisp, then folded into the pistachio cream. Without it, the filling is just pistachio butter inside chocolate. Delicious, sure, but not what made this bar famous.
It's the kataifi that creates that crunch when you snap the bar in half. The moment that made millions of people stop scrolling.
The videos that went viral weren't just showing the chocolate. They were showcasing its soundscape, tapping into one of the most powerful social media trends of the past decade: ASMR. That satisfying crack? Completely intentional.
Where Did Dubai Chocolate Come From?
The original Dubai chocolate is called "Can't Get Knafeh of It." It's a chocolate bar filled with toasted, shredded phyllo dough mixed with pistachio cream and tahini, first produced by FIX Dessert Chocolatier in Dubai in 2022.
Sarah Hamouda, a British Egyptian entrepreneur based in Dubai, launched FIX in 2021 as a side hustle, inspired by her pregnancy cravings and a desire to make something more than the typical chocolate fix. The name FIX stands for "freaking incredible experience."
It went viral in December 2023 when TikTok food influencer Maria Vehera posted an ASMR video unwrapping and biting into the bar. The crispy crunch, the vibrant green filling and the obvious appeal resonated globally. Not bad for a side hustle.
Why Did It Go So Viral In The UK?
People began making it themselves, and posts about the nutty, crunchy chocolate regularly generate millions of views. The UK took to it quickly, with supermarkets and independent sweet shops racing to stock their own versions. From Manchester cafés to Korean snack shops, it's now available around the world.
The demand got so big it affected global markets. The trend caused a sharp increase in demand for pistachios, leading to a worldwide shortage. A chocolate bar that shook the pistachio market. You couldn't make it up.
Is Dubai Chocolate Suitable For Different Diets?
It's worth checking the label before you buy, because ingredients vary between brands. The classic recipe contains:
- Milk chocolate (dairy)
- Kataifi pastry (wheat/gluten)
- Tahini (sesame)
- Pistachio cream (tree nuts)
So it's not suitable for anyone with nut, gluten or sesame allergies. But there are plenty of variations out there. Some brands make dark chocolate versions that are dairy-free or vegan-friendly, and others have experimented with gluten-free alternatives to kataifi. Always check before you tuck in.
At Sweets and Candy, we stock a wide range of dietary-friendly options too, including vegan, sugar-free and halal sweets. So there's something for everyone.
Ready to Find Your New Favourite?
Whether you're after something inspired by the Dubai chocolate craze or just want to explore something new, we've got you covered. Browse our chocolate collection and find something worth getting excited about. Can't find what you're looking for? Head to our FAQ and contact page or drop us an email at admin@sweetsandcandy.co.uk and we'll do our best to help. We love hearing from fellow sweet fans.
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