I first saw it on my feed in the beginning of August: a thick, brick-like chocolate bar filled with a pistachio-green substance that both looked gooey and sounded crunchy whenever someone took a bite. As with most food trends on the internet (see: , and the ), once I eventually saw what’s been dubbed the “viral Dubai chocolate,” it was everywhere. My feeds were, and still are, filled with people cracking open that stick of sweetness.
The original is a candy bar cleverly called “Can’t Get Knafeh of It” from Dubai-based Fix Dessert Chocolatier (Fix stands for “freakin’ incredible ‘xperience”). The bar features crispy kataifi, pistachio and tahini paste, all wrapped up in a casing of milk chocolate. Individual bars cost 68.
25 UAD (United Arab Emirates Dirham; around $18.50) and a box of six costs 385.50 UAD (around $105), a Fix representative tells TODAY.
com via Instagram direct message. According to an initial automated DM from the company, the bars are exclusively available in Dubai and can only be ordered at 2 or 5 p.m.
local time via Deliveroo. That’s it. In , the company warned customers about videos advertising fake resellers and price gouging.
But Fix founder Sarah Hamouda tells TODAY.com in an email that her team has “many exciting plans in the pipeline and hope that one day we can reach more Fixers around the world.” So, how are so many people in the U.
S. trying it now? For starters, many of them aren’t. Hamouda that when her company first st.
