A rich blend of pistachio cream, crispy kataifi, and glossy chocolate shell—what began as a luxury craving in Dubai has now become a dessert obsession across America. The viral Dubai chocolate bar, created by FIX Dessert Chocolatier, has inspired top U.S. brands like Shake Shack, Costco, and Starbucks to launch their own playful versions. From frozen treats to creamy shakes, this global dessert wave is quietly reshaping menus and tempting taste buds, turning a once-hidden Middle Eastern delight into a retail and social media sensation.

STORY HIGHLIGHTS

• Dubai-based FIX Dessert Chocolatier created the original viral chocolate bar.

• Shake Shack, Costco, Crave Cookies, and Starbucks have introduced Dubai-inspired items.

• TikTok video with 131M+ views sparked massive interest in 2023.

• The original bar costs $120 for a six-pack.

• Limited-edition replicas and “dupes” gaining traction in U.S. markets.

In an age where social media often decides what ends up on our plates, one chocolate bar from Dubai has stirred a sweet revolution in the dessert world. With its glossy hard-shell chocolate casing and creamy pistachio-laced center, the bar—originally called “Can’t Get Knafeh Of It”—has become an unexpected culinary celebrity. What began as a personal indulgence has now morphed into a global dessert trend, captivating everyone from food influencers to multinational food chains.

A Craving Turned Culinary Creation

The story behind the original Dubai chocolate bar is surprisingly personal. In 2022, Sarah Hamouda, the founder of FIX Dessert Chocolatier in Dubai, was simply trying to satisfy her own pregnancy cravings. As reported by BBC, Hamouda longed for knafeh—a traditional Middle Eastern dessert made with shredded pastry, cheese, and syrup—and pistachio, a staple nut in many Arabic sweets. That’s when the idea took shape.

“It started as a craving, something I wanted for myself. But once I created the bar, I realized I had something truly unique,” Hamouda shared in an earlier interview.

That creation became “Can’t Get Knafeh Of It,” a luxurious chocolate bar infused with the textures and flavors of Middle Eastern desserts. With its rich pistachio center and kataifi layers encased in chocolate, it soon captured the attention of food lovers far beyond Dubai’s borders.

Going Viral: A TikTok Moment

Though the bar had been quietly gaining attention, its big break came in 2023 when content creator Maria Vehera posted a video of herself trying the chocolate. What followed was nothing short of a viral explosion—Vehera’s video amassed more than 131 million views on TikTok, instantly making the dessert a global sensation.

From that moment on, the “Dubai chocolate bar” was no longer just a regional luxury—it became a reference point in dessert culture. Countless food bloggers, home chefs, and commercial brands began attempting their own versions.

Shake Shack Enters the Scene

One of the first major brands to join the trend was Shake Shack, which introduced the Dubai Chocolate Pistachio Shake in June 2024. Priced at $9.49, the shake blends pistachio frozen custard with toasted kataifi, a dark chocolate shell, and chopped pistachios on top.

“It’s a nod to the flavors that have captivated the internet,” said a Shake Shack spokesperson. “We wanted to offer a drinkable version that keeps the richness and texture intact.”

However, Shake Shack also noted that due to ingredient constraints and demand, only a limited number of shakes are made available per day at select U.S. locations. The offering will be available through August, while supplies last.

Costco’s Quiet Move

Costco has also tapped into the craze—though a bit more quietly. California-based After Hours Ice Cream developed a Dubai chocolate ice cream bar, stocked briefly at some Costco stores earlier this summer. But as of July 10, the product was no longer listed on Costco’s website, and neither the retailer nor the manufacturer issued a public statement on its availability.

The uncertainty hasn’t slowed curiosity, with fans online still hunting for locations that might have it in stock.

Crave Cookies Delivers Dessert Fusion

Another notable name in the trend is Crave Cookies, which crafted not one but two Dubai-inspired items: a rich chocolate cookie and a layered dessert cup.

The cookie features a chocolate dough base stuffed with kunafa pistachio cream and topped with milk and white chocolate icing plus toasted kataifi. Meanwhile, the Dubai Chocolate Strawberry Cup includes pistachio cream, milk chocolate ganache, fresh strawberries, crushed cookies, and a generous dusting of shredded kataifi.

Both desserts were available through July 10 at participating Crave Cookies locations.

The Starbucks Spin

Though Starbucks hasn’t released an official “Dubai chocolate” drink, the brand didn’t ignore the buzz either. During winter, baristas recommended a secret menu version that captures the flavor profile: a Grande Iced Matcha Latte with two pumps of pistachio sauce and topped with chocolate cream cold foam.

“It’s not on the menu, but you can request it,” one Starbucks employee shared on social media. “It’s actually a really good balance of nutty and sweet—pretty close to the viral bar.”

Luxury, Duplicated

Despite the $20-per-bar price tag for the original FIX Dessert creation, that hasn’t stopped dessert lovers or imitators. Companies like Bolci, based in Florida, now offer bars at $19 apiece. Meanwhile, New York’s The Nuts Factory sells two bars for $50. Even on Etsy, independent bakers are selling homemade versions, marketing them as “Dubai chocolate-style pistachio bars” or “knafeh-inspired chocolate treats.”

What once felt exclusive and extravagant is now inching its way into mainstream dessert culture.

A Cultural Dessert Wave

The rise of Dubai chocolate bars signals more than just a fleeting fad—it represents how cultural desserts are finding a second life through viral content. Middle Eastern ingredients like pistachio, kataifi, and knafeh are now being celebrated in new, hybrid forms. While not everyone can afford or access the original, its influence is undeniable across American menus and freezer aisles.

“We’ve never seen a regional dessert go global so fast,” noted a dessert analyst for a major retail chain. “It’s a sign of how social media shapes not only demand, but the very way we experience flavors from around the world.”

From knafeh to coffee shops, what started as a niche craving in Dubai has now become a full-fledged dessert movement in America. And by the look of it, the chocolate wave is far from over.

As the Dubai chocolate bar continues to enchant dessert lovers around the globe, its influence is clearly being felt far beyond the luxury boutiques of the UAE. From high-end shakes to inventive cookies and lattes, American brands are embracing the trend with flavorful enthusiasm. What began as a personal craving has now become a cultural dessert moment—one that blends culinary innovation with global appeal. Whether enjoyed in its original form or through creative reinterpretations, the Dubai chocolate-inspired wave proves that one sweet idea can truly travel the world.

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