Created in 2021 by Nouel Catis Omamalin, a Filipino chef, and Sarah Hamouda, an Anglo-Egyptian engineer, who together formed Fix Dessert Chocolatier, Dubai Chocolate was ideally meant to satisfy pregnancy cravings for the flavours of pistachio and knafeh. Fast forward to 2025, and this Middle Eastern dessert has become a delicious global sensation. So, what’s special about this chocolate bar?
Original FIX Dubai Chocolate is a reimagined glossy milk chocolate bar that cracks open to reveal a creamy pistachio-tahini centre, and shards of crunchy knafeh (aka shredded filo/kataifi). It’s a story rooted in cravings, home flavours, and dessert creativity.
While for many, the Dubai knafeh chocolate bar is merely a sugar rush, it’s much more than that. It’s a cultural mashup, a texture adventure, and a social media moment all in one. Dubai-style chocolate is a popular name in European supermarkets.
This guide unpacks the full story of original Dubai chocolate. From its origin in Dubai to its flavour profile, global spread, and how to find it in Europe, let’s dive in.
What Is Dubai Chocolate (And Why Everyone Is Talking About It)?
The rise of “Dubai chocolate” began quietly and spiralled into a global trend that crossed borders, cultures, and supermarket shelves. With Sarah, the British-Egyptian engineer turned dessert entrepreneur, founder of FIX Dessert Chocolatier in Dubai, the brand touched new heights in the last couple of years. She launched the original bar (2021) during pregnancy, craving something sweet that combined knafeh and pistachio. The treat was first named “Can’t Get Knafeh of It.”
Core Dubai Chocolate Ingredients
- Milk chocolate shell
- Pistachio cream (sometimes with tahini)
- Crushed/shredded filo pastry (knafeh/kataifi) for crunch and texture contrast
The viral spark came in December 2023, when a TikTok influencer (Maria Vehera) posted a clip tasting the bar. Her reaction, the visuals, and the auditory crunch of the video blew up globally, and the term “Dubai chocolate” stuck. Brand was further amplified in 2024 by influencers on social media and has since been imitated by vendors worldwide.
Why the Dubai Pistachio Chocolate Bar Went Viral?
The texture
The contrast does half the storytelling: warm pastry flavours held inside a cold chocolate shell. Videos catch the exact moment the bar breaks open, creating that very shareable visual payoff.
The flavour
While pistachio cream has been trending worldwide, Dubai chocolate pushed it further with a more luxurious mouthfeel. For example, pistachio croissant is an absolute rage in local bakeries like Piekarnia Hert in Poland. The mix of chocolate, nuts, and pastry in Dubai Chocolate feels indulgent yet familiar.
The cross-cultural appeal
Middle Eastern desserts often blend nuts, syrup, and pastry. Turning that profile into a handheld chocolate bar made it accessible for global audiences who may not have grown up with knafeh.
Limited availability
Scarcity creates demand. FIX struggled to meet global interest. People who couldn’t get the original looked for alternatives. Brands and supermarkets filled the gap with “Dubai-style pistachio chocolate,” increasing awareness even more.
Global Spread & Where It Is Now
The chocolate has spread beyond Dubai. Imitations and inspired bars are in supermarkets across Europe. Big names have jumped in. Lindt released bars. Chains have “Dubai-style” versions. Several luxury confectioners attempted small-batch versions. Online importers began sourcing stock. Dubai airport stores capitalised on tourist demand. This food trend grew faster than supply chains could adapt.
As a result, this Middle Eastern dessert concept has travelled more quickly than most food trends that usually take years to mature.
Legal issues also started trickling in. In Germany, for example, some courts were concerned about “Dubai chocolate” labels for products not made in Dubai, if they mislead consumers. Because of the mass production, the Pistachio supplies have felt the pressure. As demand spiked, sourcing enough high-quality pistachios (and pastry/kataifi) became a logistical and cost challenge, which limited scale, keeping prices relatively high.
Can You Buy Original FIX Dubai Chocolate in Poland?
The original FIX bar is not officially distributed in Poland. It may appear through online importers or travellers bringing it in, but there’s no confirmed retail presence in Polish supermarket chains. Availability might grow over time, yet for now, the trend here is still in an early adoption phase.
What is visible across Europe (including Poland) are Dubai-style pistachio bars and chocolate inspired by the original. These versions show up in major supermarket chains like Biedronka and Lidl, and they mirror the pistachio-cream concept rather than the exact FIX recipe. Middle Eastern grocery stores in bigger cities sometimes stock similar bars as well.
For the authentic experience, FIX Dessert Chocolatier currently sells the original only through its UAE channels. Travellers can buy it in Dubai airport stores or via local delivery platforms.
Across Europe, look for “Dubai-style chocolate bars” in supermarkets, speciality confectioners, or Middle Eastern gourmet shops. Brands like Lindt have launched pistachio-cream variants in selected European markets, further increasing visibility of the trend.
Why This Trend Matters for Food & Travel Culture?
Dubai’s culinary identity has shifted massively in the past decade. The city evolved from being known mostly for lavish brunches to hosting a thriving local food scene with independent makers, artisans, and emerging brands.
Dubai chocolate is proof that Middle Eastern dessert craftsmanship can create global moments when tradition and innovation meet. It reflects a larger movement where Arabic ingredients find modern expression. For travellers, food is often the first bridge into a city’s culture. This chocolate has done the same job digitally.
Should You Travel for the FIX Dessert Chocolatier Original Bar?
If you travel to Dubai, why not? Trying the best pistachio chocolate from Dubai on home turf gives context. The ingredients taste fresher. The texture holds better. And the city’s bakery culture makes the entire experience more grounded. For those planning a Dubai stopover, this is a worthy tasting goal alongside shawarma streets, karak chai cafes, and waterfront bakeries.
How to Store and Transport Dubai Chocolate?
This part matters more than people expect. The Middle East generally has a warm climate, so it’s important to retain the texture of the chocolate for the best experience.
- Keep it cool, especially when travelling.
- The pastry texture suffers if melted and then re-solidified.
- Store it in a firm box to protect the shell.
- Consume it at room temperature for the best flavour release.
Dubai Chocolate FAQs
1. What makes Dubai chocolate different from other pistachio bars?
Dubai’s pistachio chocolate leans on premium Emirati-style craftsmanship: slow-roasted nuts, a higher nut-to-chocolate ratio, and a fuller, creamier milk chocolate shell, pistachio cream filling, and thin pieces of shredded filo pastry linked to knafeh. Most global pistachio bars dial down the nut content or lean on generic blends. Dubai bars stand out for richness, texture, and that unmistakable Middle Eastern flavour profile.
2. Why is it called Dubai chocolate?
The original bar is made in Dubai. The name stuck after social media creators popularised it globally.
3. Is the Original FIX Dubai Chocolate Available in Europe and Poland?
Dubai-style bars are widely available in Poland and other European countries. The original from FIX is available mainly through UAE suppliers or travellers bringing it in.
4. Is it vegan or sugar-free
The original Dubai Chocolate is not vegan or sugar-free. Variations differ by brand.
Further read: Pączek – An Oozing Polish Delicacy Finer Than Best Of The Doughnuts
