Chocolate, Cravings, and Copycats — How Dubai’s Viral FIX Dessert Chocolatier Took Over TikTok and Beyond
Sarah Hamouda’s “Can’t Get Knafeh of It” bar has become a sensation, blending Middle Eastern flavours with modern innovation to inspire a global TikTok-fuelled dessert craze.
11 November 2024
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Photo credit: FIX Dessert Chocolatier
The Birth of a Global Obsession
Hamouda’s journey with FIX began in Dubai, where she reimagined the beloved knafeh dessert into a portable, candy-bar format. A blend of tradition and innovation, the bar combined authentic flavours with a modern twist, quickly gaining local popularity.
The turning point came in February 2023 when TikTok influencer Maria Vehera posted an ASMR-style video of herself savouring the candy bar in her car to her following which exceeded 2 million. With over 80 million views, the clip sparked a wave of social media buzz, inspiring fans worldwide to hunt down the elusive treat or recreate it themselves. Overnight, FIX transformed from a niche brand to a global obsession, with demand far exceeding supply, just like the Tanghulu Craze.
Photo credit: FIX Dessert Chocolatier
Copycats Galore: Flattery or Frustration?
The viral success of “Can’t Get Knafeh of It” inevitably inspired imitators. Brands across Asia quickly launched their knafeh chocolates to piggyback on the trend.
- In Bangkok, Thailand, The Rolling Pinn released Dubai-themed chocolates shaped like hearts, available in milk and dark chocolate flavours (฿570).
- In Singapore, Fitri Creations unveiled a Pistachio Kunafe Chocolate bar (S$25).
- Cocoraw Chocolates in Kuala Lumpur, Malaysia introduced its Pistachio Kunafa Chocolate (RM38), featuring semi-dark chocolate and a less sweet profile.
- Miki Ojisan Cakery & Patisserie in Jakarta, Indonesia, rolled out two Dubai-inspired treats: the Dubai Chocolate Cake (IDR 598K), a moist chocolate cake filled with crunchy pistachio knafeh, and the Dubai Chocolate Bar, available in milk (IDR 98K), dark (IDR 105K), or white chocolate (105K) varieties.
- In Manila, Philippines, Apéritif introduced Dubai Knafeh Croissants (₱845) and the luxurious Golden Knafeh Bar (₱500), adorned with 24K gold dust and gold leaf.
Despite the proliferation of similar products, Hamouda views the competition with pride rather than concern. “We get messages from people saying, ‘thank you for inspiring us to be creative at home,’ so that’s something that I’m proud of” she shared with CNN Travel. Speaking to Today.com, she shared, “We’re dedicated to keeping FIX unique and of the highest quality.”
Photo credit: FIX Dessert Chocolatier
For Hamouda, the influx of imitators highlights her brand’s impact on dessert culture, reaffirming her commitment to authenticity and craftsmanship as the core of her creations. Even as similar products flood the market, imports of FIX’s chocolate bar continue to sell out at premium prices, proving that the original creation remains unmatched.
Despite copycats galore, original, imported FIX bars sell for a hefty price tag – in Singapore, they’re S$59 (more than double the original S$24). the nearly 150 per cent mark-up is by local importer SGFR so that the “company can still make some profit from sales after taking into account the high cost of bringing it here”, said SGFR founder Mohamed Haikkel Firdhaus in an interview with The Straits Times. Even with the high price tag, and short shelf life, the bars always sell out.
The appeal of FIX lies in its taste, texture, and paint-splattered design, giving the bars a dessert-art quality. While other flavours feature fillings like pretzels, baklava, and cookies, the signature texture, ASMR-appeal and artistic flair remain consistent.
Sarah Hamouda, founder of FIX Dessert Chocolatier. Photo Credit: FIX Dessert Chocolatier
The Secret to Staying Ahead
What sets FIX apart is its unwavering dedication to delivering on its brand promise—a “freakin’ incredible ‘xperience.” From sourcing premium ingredients to perfecting every detail of its signature bar, including its artistic design, the team ensures that each bite feels indulgent and one-of-a-kind.
The exclusivity of FIX’s products also plays a key role in its success. New batches are often sold out within hours (they open for sale twice a day at 2 PM and then at 5 PM), with eager fans closely following their social media for restock announcements. This limited-availability model builds hype and solidifies FIX’s reputation as a luxury, aspirational treat.
Photo Credit: FIX Dessert Chocolatier
Beyond a Trend
While TikTok provided the initial global breakthrough, Sarah Hamouda has carefully positioned her brand for enduring success. Her dessert transcends a fleeting trend, offering a thoughtful reinterpretation of Middle Eastern culture. By blending traditional ingredients with a modern twist, she has reimagined knafeh—a classic Arabic dessert—into a format that feels both innovative and accessible.
This story isn’t just about a candy bar; it’s about creativity, ingenuity, and the transformative power of social media to turn a small venture into a global phenomenon. From Dubai to Asia, and beyond, the influence of Hamouda’s creation is unmistakable. While imitators may emerge, the originality of the chocolate bar that made the world fall in love with desserts in an entirely new way remains unmatched.
FIX Dessert Chocolatier products are only available via Deliveroo in Dubai.
Photo Credit: FIX Dessert Chocolatier
Author: Victoria Lim
Victoria Lim is a content writer with a diverse background and her work includes brands such as Capella Hotels and Resorts, Epicure Magazine, HungryGoWhere.com, and Makansutra. Her luxury hospitality, culinary arts, and food journalism expertise have shaped her commitment to sharing stories.
