Dubai chocolate: How a sweet treat worth £15 went viral

The story behind the Can’t Get Knafeh of It chocolate bar, which combines the flavours of chocolate, pistachio and tahini with shredded pastry.

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If you're on TikTok, you will have seen the bar, which combines the flavours of chocolate, pistachio and tahini with filo pastry, and is inspired by the Arab dessert Knafeh.

The original, called Can't Get Knafeh of It, by FIX Chocolatier, has been sold exclusively in the UAE since 2022. It become so popular on social media that it's only on sale for two hours a day and often sells out within minutes.

But now imitations, known by the nickname "Dubai chocolate", have hit UK supermarkets including Waitrose, Lidl and Morrisons, with some supermarkets limiting the number of bars customers are allowed to buy.

Yezen Alani, who co-owns FIX with his wife Sarah Hamouda, told the BBC the global attention Dubai chocolate was getting was "flattering and humbling".

https://www.bbc.com/news/articles/c209ndewxy3o

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