Dubai’s Viral Knafeh Chocolate Bar Sparks Global Craze with Limited Editions and Unique Flavors
The Dubai chocolate bar inspired by the traditional Middle Eastern dessert, kunafa, has rapidly gained international acclaim, becoming a viral sensation. Known for its unique combination of flavors and limited availability, this chocolate has captured the attention of food enthusiasts and influencers alike.
Knafeh, often referred to as kunafa, features a milk chocolate shell filled with pistachio cream and kataifi, a type of shredded phyllo pastry. This innovative treat was first introduced by Fix Dessert Chocolatier, a Dubai-based brand, in 2021. The founder, Sarah Hamouda, a British-Egyptian expatriate, has developed a range of bars that include flavors such as classic pistachio, tahini-infused milk, and various dark chocolate options. The brand emphasizes its exclusivity, stating that the chocolate is available only in Dubai and Abu Dhabi through Deliveroo, with limited daily orders from 2 PM to 5 PM.
The chocolate bar gained significant attention in December 2023 when Dubai-based food influencer Maria Vehera shared an ASMR video of herself enjoying it on TikTok. The video amassed over 90 million views, propelling kunafa into the spotlight and making it a trending topic among food lovers and chocolatiers.
The Irresistible Dark Side
The origins of kunafa trace back to 15th-century Egypt, where it was reportedly created to satisfy the appetites of caliphs during Ramadan. The popularity of the Dubai chocolate has inspired chocolatiers worldwide to craft their own versions, making this delicacy accessible beyond the Arab world.
Recently, gourmet dates brand Bateel launched a new line of Wanan dates filled with kunafa, featuring creamy pistachio and hazelnut praline flavors. Chef Bernard, culinary director at Bateel International, noted that this collection combines single-origin chocolate from the Dominican Republic with the crispy texture of kunafa and their renowned Wanan dates, creating a delicious and nutritious offering. This collection is available at Bateel boutiques in Mumbai and Delhi, as well as through their online store.
In India, Kunafa World has introduced kunafa chocolates in various shapes and flavors, including heart-shaped and Nutella cone options, available at locations in Bengaluru, Vijayawada, Hyderabad, Kochi, Calicut, Mumbai, and Pune. Additionally, Xocolatl, a dessert shop in Himayat Nagar, Hyderabad, and The House of Happiness in Vijaynagar Colony, Hyderabad, have added the viral kunafa bars to their menus.
Kochi-based chocolate brand Paul and Mike has also launched a Classic Kunafa Bar, featuring premium pistachios and kataifi crunch, wrapped in smooth milk chocolate. Vikas Temani, business head at Paul and Mike, mentioned plans to introduce an Amsterdam Bar as a sequel to the Dubai bar, with a range of new variants expected throughout 2025. The Classic Kunafa Bar is priced at ₹690 for 96 grams, aiming to offer a more accessible option compared to international versions.
Limited Editions, Unlimited Success
The allure of the Dubai chocolate bar lies not only in its unique flavors but also in its limited availability. Each bar is handcrafted in small batches, making it a coveted item among consumers. Temani highlighted that the chocolate stands out in both taste and appearance, with limited production contributing to its desirability. In Dubai, the chocolate often sells out within seconds of becoming available.
The success of the handmade limited-edition Lindt Dubai Chocolate by Swiss chocolatier Lindt indicates a strong consumer interest in this flavor profile. In response, the brand plans to introduce Lindt Dubai Style Chocolate, adapted for wholesale production. However, there are currently no plans for distribution in the Indian market.
A spokesperson for Chocoladefabriken Lindt & Sprungli noted that the Dubai chocolate gained fame through social media, leading to the creation of their own version. The limited-edition pistachio chocolate bar was launched in select shops in Germany, with only 1,000 units available, treated as a luxury product with numbered tickets and taste-testing samples.
Mad Over Donuts (MOD) has also embraced the trend, creating a unique donut featuring a silky chocolate glaze and a pistachio kunafa paste filling, topped with pistachio flakes. Tarak Bhattacharya, executive director and CEO of MOD, stated that consumers have responded positively to the rich flavors and textures, emphasizing their commitment to exploring new flavors and creating memorable experiences.
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Published on 2025-04-19 11:00:00 • By FAME Delivered News Desk