Additional Coverage:
- The creator of the viral Dubai chocolate bar says it’s changed her life. After tracking down 3 different versions in NYC, I understand why. (newsbreak.com)
### A Viral Chocolate Bar Craze Hits New York City
A dessert known as the “Dubai chocolate bar” has become an online sensation. Initially crafted by the UAE’s Fix Dessert Chocolatier, this treat has inspired many to recreate it. After sampling versions from three different New York City stores, I can understand the excitement.
It all started with a viral TikTok video by UAE creator Maria Vehera, who showed herself breaking open a chocolate bar, dipping it in pistachio cream, and taking a bite. Since its December 2023 release, the video has garnered 77 million views and over 5 million likes.
The featured chocolate bar, a milk-chocolate treat filled with pistachio cream and kataifi (a shredded phyllo pastry), has taken TikTok’s FoodTok community by storm. Since then, it has spurred countless imitations, from homemade recipes to vegan alternatives and DIY kits on eBay. Small businesses have also started making their own versions.
Named “Can’t Get Knafeh of It” after the traditional Middle Eastern kunafa dessert, the original bar was created by Fix Dessert Chocolatier. Founder Sarah Hamouda started the business in her home kitchen in 2021.
“Starting from my dining-room kitchen to now managing a team of 15 people has been surreal,” Hamouda told Business Insider. Demand has skyrocketed from just six or seven orders a day to 500 daily orders, selling out within minutes of restocking each evening.
Though Fix Dessert Chocolatier has yet to grace U.S. shelves, local businesses have stepped in to meet the demand. Given the bar’s viral success and the booming chocolate market, U.S.-based entrepreneurs are creating their own versions.
In New York City, Nuts Factory, a specialty food store, rolled out the chocolate bar in July. CEO Din Allall shared, “We hand-make about 1,000 bars daily for all our locations.” The popularity has prompted the introduction of dark and white chocolate options, with more flavors slated for release.
Unable to hop across the Atlantic, I tried bars from three New York shops: Chocolate House, Mokafe, and Nuts Factory, to identify the most authentic and tasty versions. Here’s my take, ranked from least favorite to favorite.
First, I visited Chocolate House in Astoria. Found while scrolling Instagram, their bar cost $8.99, wrapped in clear cellophane with a gold clip.
It lacked the firm snap of the original, appearing flat and mottled due to the use of molten chocolate rather than tempered. The milk chocolate overpowered the pistachio and kataifi flavors, making it my least favorite.
Next, I sampled Nuts Factory’s version. At $18.99 for a 7.5-ounce bar, it closely matched the original Dubai bar in size and appearance.
CEO Din Allall sourced ingredients from Belgium, Italy, and Greece. While it passed the ‘snap test’ and was visually appealing, the milk chocolate overpowered the pistachio, leaving me wanting a better flavor balance.
Finally, my favorite came from Mokafe in Astoria. Known for premium Yemeni coffee, they also sold the famous chocolate bars.
For $9.36, their dark chocolate version had a firm exterior, successful snap test, and well-tempered chocolate. The roasted kataifi and balanced sweetness of dark chocolate made it stand out.
Each shop added its unique twist to the Dubai bar, providing a range of flavors and textures for chocolate lovers, all without traveling across the ocean. Mofake’s version was the standout for me, but each bar offered a different yet delightful experience.