Dubai Chocolate: Word-of-Mouth Success
- DUBAI, United Arab Emirates — What started as a craving during pregnancy has exploded into a global phenomenon, with "Dubai chocolate" captivating social media and inspiring countless imitations.
- The original "dubai Chocolate," known as "I can't live without Knape," is the brainchild of Pix Chocolatier, a Dubai-based company founded in 2022.
- Yezen Alani, co-founder of Pix, told the BBC that he and his wife, Sarah Hamouda, are humbled by the world's interest in their product.
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DUBAI, United Arab Emirates — What started as a craving during pregnancy has exploded into a global phenomenon, with “Dubai chocolate” captivating social media and inspiring countless imitations. The original creation, a chocolate bar infused with pistachio, sesame paste, and shredded phyllo dough, draws inspiration from the Middle Eastern dessert, Knafeh.
Dubai Chocolate bar is popular with a similar taste with dark pistachio peeling and Arab dessert ‘Knape'”>The original “dubai Chocolate,” known as “I can’t live without Knape,” is the brainchild of Pix Chocolatier, a Dubai-based company founded in 2022. The bar quickly gained popularity, fueled by social media platforms like TikTok, where videos showcasing its unique texture and flavor went viral.
Yezen Alani, co-founder of Pix, told the BBC that he and his wife, Sarah Hamouda, are humbled by the world’s interest in their product. The inspiration struck when Sarah craved Knafeh during her pregnancy in 2021. Alani then spent a year perfecting the recipe.
“Sarah and I migrated to Dubai 10 years ago,” Alani saeid.”So I have both the West and the Arab roots. I wanted to make a taste inspired by that background.”
Scarcity and High Demand
Adding to the allure of “Dubai Chocolate” is its limited availability. The bars are exclusively sold in the UAE and can only be ordered through food delivery apps during specific times of the day to manage order volume. The price is approximately £15 (about $19 USD) per piece.
Imitations Emerge Worldwide
The popularity of “Dubai Chocolate” has led to a surge of imitations in supermarkets across the United Kingdom, including Waitrose, Lidl, and Morrisons. Some stores have even implemented purchase limits due to high demand.
Swiss chocolatier Lindt is also selling a version of the bar for £10. However, Alani expressed frustration with the imitations, stating that they can distort the perception of the original product.
Social media has played a crucial role in the “Dubai Chocolate” phenomenon.A TikTok video posted by user Maria Behera,showcasing the chocolate and other Pix creations,garnered nearly 7 million likes.
The visual appeal of the chocolate, with its vibrant orange and green patterns, combined with the satisfying crunch of the phyllo dough, makes it ideal for sharing on social media.
The Original vs. The Imitations
While many versions of “Dubai Chocolate” are now available, there are critically importent differences between the original Pix bar and its imitations. The original is classified as a “dessert bar” and requires refrigeration due to its fresh ingredients, giving it a shorter shelf life compared to mass-produced chocolate bars.
The texture and thickness also differ, with the original Pix chocolate being considerably thicker than imitations like the Lindt version.
From Humble Beginnings to Chocolate Empire
Pix Chocolatier has experienced rapid growth since its inception. Starting with just six to seven bars per day, the company now employs 50 people and fulfills 500 orders daily.
Alani attributes the high price of the original “Dubai Chocolate” to the manual processes involved in its production, from design to pistachio selection. Sarah hamouda told Arabian business that she wanted to recreate the taste of her mother’s homemade Knafeh.
Despite the challenges of starting a business while raising two children, the couple persevered. “Sometimes I wanted to give up,” they said. “But if I can pay the rent, let’s continue doing it.”
What is “Dubai Chocolate?”
“Dubai Chocolate” is a chocolate bar that has gained immense popularity, notably on social media. It’s known for its unique flavor profile,drawing inspiration from the Middle Eastern dessert Knafeh.
What Makes “Dubai chocolate” So Special?
The original ”Dubai Chocolate,” made by Pix Chocolatier, boasts a distinctive combination of flavors and textures. It includes:
Chocolate
Sesame paste
Shredded phyllo dough
This blend creates a unique dessert bar experience,different from typical chocolate bars.
Where Did “Dubai Chocolate” Originate?
“Dubai chocolate” was created in Dubai by Pix Chocolatier, a company founded in 2022. The bar was born from a craving for Knafeh during a pregnancy,leading to the growth of the recipe by co-founder Yezen Alani.
What Inspired the “Dubai Chocolate” Recipe?
The inspiration for “Dubai Chocolate” came from the Middle Eastern dessert Knafeh. Sarah Hamouda, co-founder of pix Chocolatier, craved the dessert, and her husband, Yezen Alani, spent a year perfecting the recipe to recreate the flavors in a chocolate bar. He wanted to create a taste inspired by both Western and Arab influences.
How Did “Dubai chocolate” Gain Popularity?
Social media, particularly TikTok, played a crucial role in the rise of “Dubai Chocolate.” Videos showcasing the bar’s unique texture and flavor quickly went viral. A TikTok video posted by user Maria Behera garnered nearly 7 million likes,