Dubai Chocolate, originally crafted in the United Arab Emirates, has gained international popularity due to its viral TikTok presence, sparking a wave of imitations across the U.S. as demand surges for the pistachio knafeh-filled chocolate bar.
The Context
The chocolate bar, originally named “Can’t Get Knafeh Of It,” was created in 2021 by FIX Dessert Chocolatier in the Emirati city. Since its creation, the bar has gained widespread international popularity, especially after going viral on TikTok and other social media platforms.
Newsweek has reached out to FIX Dessert Chocolatier for comment via email on Friday.
The chocolate bar is filled with knafeh, a popular dessert in the region made of shredded phyllo dough, pistachio paste, and tahini.
As the bar’s popularity has soared, dozens of imitations and adaptations have emerged across the U.S.
What To Know
Spinoffs of Dubai Chocolate have appeared across the states, with some chocolatiers making their own version of the bars and some U.S. retailers selling the treats. Some Americans have been ordering the bars from Dubai.
While it appears that many smaller brands are creating alternatives, chocolate-giant Lindt has released limited edition Dubai Chocolate bars, which will be available at participating stores soon.
Here are some places in the U.S. where you can experience the flavors of Dubai Chocolate, with most retailers offering nationwide shipping.
Arizona
- Tucson Chocolate Factory
Florida
- Le Chocolatier
Michigan
- Farhat Sweets
- House of Chimney Sweets
- Choco Mania
New York & New Jersey
- Nuts factory
- It’s Sugar
Texas
- Royal Roastery
Online Shops
- DoDo Chocolate
- Costco
- Try Aladdin
Many other local chocolatiers and bakeries across the U.S. are crafting their own unique versions of the Dubai Chocolate bar.
What People Are Saying
Maria Vehera, a social media influencer who posted a viral ASMR video eating the chocolate bar, captioning the video: “WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get!”
Ophelia Nichols, social media influencer who has over 12 million followers on TikTok, said in a November 2024 video reviewing the chocolate bar: “I’m speechless. It smells beautiful and it is beautiful…I’ve never had this before. I’m glad I did, cause this is wonderful.”
What Happens Next?
Beyond selling the chocolate bars themselves, U.S. retailers—such as Blank Street, a popular coffee chain—are incorporating the flavors of Dubai Chocolate into their menus.
Blank Street recently introduced a Chocolate Matcha Latte, inspired by the viral treat, featuring pistachio flavoring, baklava, pistachio milk, and toasted phyllo. Other retailers are likely to add similar new menu items.
During the winter, Strawberro offered a dessert in Bryant Park, New York that featured strawberries covered in chocolate, pistachio cream, and kataifi pastry, resembling Dubai Chocolate.
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