You ‘can’t get knafeh of it’, quite literally. Unless you’ve been living under a rock, you’re likely aware of the viral Dubai chocolate bar that has now become a global phenomenon and garnered quite a cult following in no time.
For the uninitiated, ‘knafeh’, or what is popularly known as ‘kunafa’, is a milk chocolate shell with pistachio cream and kataifi, a shredded phyllo pastry, and inspired by the popular Middle-eastern dessert.
It was first created by Dubai-based Fix Dessert Chocolatier in 2021, and its versions are now sold worldwide. British-Egyptian Dubai expat Sarah Hamouda, founder of Fix Dessert Chocolatier, created bars offering a selection of flavourful treats in classic pistachio, tahini infused milk, Dubai pistachio, dark Dubai pistachio, dark lotus Dubai pistachio and dark pistachio. The exclusivity of this chocolate brand goes a notch higher as its Instagram says it is “available only in Dubai & Abu Dhabi on @deliveroo_ae with limited supply, open daily for orders between 2 pm and 5 pm.”
The chocolate bar shot to global fame in December 2023, when Dubai-based food influencer Maria Vehera uploaded an ASMR video of herself eating it on TikTok. The video received over 90 million views, and since then, kunafa has become an everyday story for food lovers, chocolatiers, and influencers alike.
The irresistible dark side
While the chocolate is inspired by the Middle-eastern dessert, legend has it that kunafa originated in 15th-century Egypt, especially created to satisfy the hunger of caliphs during Ramadan. Even so, the popularity of Dubai chocolate has inspired chocolatiers to create their kunafa versions available across the world, without having the need to travel to the Arab world.
Earlier last month, gourmet dates brand Bateel introduced Wanan dates filled with kunafa in creamy pistachio kunafa and hazelnut praline kunafa. “This collection sources single-origin chocolate from the Dominican Republic and marries it with the crispy goodness of kunafa and our celebrated Wanan dates. It’s a combination offering the best of both worlds—delicious and nutritious,” says chef Bernard, culinary director, Bateel International. The collection is available at Bateel boutiques in Mumbai and Delhi and the brand’s online store.
In India, Kunafa World is selling kunafa chocolates in different shapes and sizes—heart-shaped, nutella cone, cheese and oreo kunafa at its outlets in Bengaluru, Vijayawada, Hyderabad, Kochi, Calicut, Mumbai and Pune.
Xocolatl, a cake and dessert shop in Himayat Nagar, Hyderabad, has added the viral kunafa bars to its menu and so has The House of Happiness in Vijaynagar Colony, Hyderabad, specialising in Dubai chocolate bars.
Kochi-based chocolate brand Paul and Mike has a Classic Kunafa Bar that features premium deep-green pistachios with a rich, nutty flavour and a unique kataifi crunch, wrapped in its signature milk chocolate, known for its smooth, caramelised notes. The brand is planning to introduce the Amsterdam Bar as a sequel to the Dubai bar very soon. “Yes it will be followed by a range of new variants throughout 2025,” says Vikas Temani, business head, Paul and Mike, adding, “At the moment, we offer the Classic Kunafa Bar in India at an accessible price—96 gm for `690—unlike international versions that are either overpriced or lack quality.”
Limited editions, unlimited success
So what makes the viral Dubai chocolate so sought after?
More than the social media sensation, it is the scarcity—each bar is handcrafted in limited batches—that is making the chocolate bar irresistible.
“It stands out both in taste and appearance, making it an irresistible indulgence. It is handmade and cannot be mass-produced, the supply is limited. Even in Dubai, it goes live every day and sells out within seconds at the local makers like Fix Desserts,” adds Temani.
The overwhelming success of the handmade limited-edition Lindt Dubai Chocolate by Swiss chocolatier Lindt shows there is a proven interest by consumers in this flavour.
This has prompted the brand to introduce Lindt Dubai Style Chocolate with a similar recipe for the rollout in wholesale. The brand has adapted the recipe of the handmade Lindt Dubai chocolate to be able to produce it on their machines. This year, the brand will roll out the Lindt Dubai Style Chocolate in many markets. However, at the moment, there are no plans for the Indian markets, the company reveals.
“Dubai chocolate became famous through social media and quickly became a global hype which we picked up and created our own version,” says a spokesperson of Chocoladefabriken Lindt & Sprungli, which launched Lindt’s limited-edition Dubai-inspired pistachio chocolate bar in November last year.
The chocolate bar was released in select shops in Germany, with only 1,000 of them available. The launch was treated like that of a luxury product, with numbered tickets, taste-testing samples, and limited access.
Donut brand Mad Over Donuts (MOD) has also created a rich and decadent creation made exclusively in stores and upon order. A mouthwatering donut version features a silky chocolate glaze, an indulgent pistachio kunafa paste filling, and is topped with pistachio flakes bringing an irresistible crunch with every bite.
With an overwhelming response to the new range, Tarak Bhattacharya, executive director & CEO, Mad Over Donuts, says, “Consumers have particularly appreciated the unique flavour, rich pistachio and chocolatey goodness. We are about exploring new flavours and creating experiences that bring people together; so we wanted to bring the excitement of Dubai viral chocolate experience to our customers in a way only MOD can. This donut is a celebration of rich flavours and textures—crafted fresh, made to order, and available exclusively in our stores for a limited time only.”