Dubai Knafeh Chocolate: Filipino Chef’s Pride Turns Global Sensation
A viral sensation, Dubai Knafeh Chocolate, has dominated social media and the shelves of supermarkets across the globe. It all began as a mere craving in the United Arab Emirates (UAE) but has now become one of the most buzzed-about food trends since 2024. Combined with creamy pistachio, tahini, and crunchy filo pastry, it’s no wonder this rich dessert has won over the hearts of chocolate fanatics worldwide.
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What is Knafeh Chocolate?
Knafeh chocolate is a delicious twist on a classic Middle Eastern dessert. It combines crispy, golden-baked filo pastry, known as knafeh, with rich chocolate, creamy pistachio filling, and a touch of tahini. The result? A sweet treat that’s crunchy, creamy, nutty, and completely addictive. This unique chocolate bar started gaining attention for its bold mix of textures and flavors. It blends traditional knafeh’s buttery crunch with modern dessert elements, making it a favorite among food lovers and trendsetters.
A Unique Creation Born Out of a Pregnancy Craving
Dubai Knafeh chocolate has its roots in 2021 when British-Egyptian engineer Sarah Hamouda, who was a resident of Dubai, craved a particular dessert. Pregnant with her second child, she was craving a chocolate bar with pistachio cream, tahini, and the crunch of knafeh, a shredded filo, soft cheese, and syrup, a Middle Eastern dessert. The craving set off a global food revolution.
Though Sarah Hamouda was not professionally trained as a chocolatier, her love for the concept of making her special chocolate bar encouraged her to try numerous recipes. Being driven by pregnancy cravings, she dove head-first into learning everything she could regarding chocolate making. During the process, she happened to work alongside some very gifted people who made her dream become a reality.
Hamouda’s creation, named “Can’t Get Knafeh of It,” fused Middle Eastern flavors with Western-style chocolate bars. Though it has a unique taste, it first found it difficult to catch on. Hamouda’s situation altered when he teamed up with qualified pastry chef Nouel Catis Omamalin. He refined the formula to provide the chocolate bar with the best mix of flavor and texture.
From Humble Beginnings to Viral Success
Dubai Chocolate’s moment of glory happened because of social media. In December 2023, influencer Maria Vehera took a viral video of herself sampling the “Can’t Get Knafeh of It” bar. Over 122 million people viewed the video, making the chocolate an international sensation. Soon after, the chocolate creation reached the top of food trend sites such as Tastewise, becoming one of the year’s most trending food products.
In an interview, Hamouda said that she found the experience surreal, recalling how the viral video led to over 30,000 orders, with demand growing rapidly. What started as a small business in the UAE soon attracted the attention of international supermarkets.
Across the UK, retailers like Waitrose, Morrisons, and Lidl jumped on the trend. Lidl’s £4.99 bar sold out within hours, and other stores imposed a two-bar-per-customer limit to manage demand.
The Filipino Chef Behind the Viral Dubai Chocolate
Filipino pastry expert Nouel Catis, known for his creative dessert presentations that blend modern techniques with traditional flavors, played a key role in developing the viral “Can’t Get Knafeh of It” chocolate bar. Growing up in Dipolog City, Zamboanga del Norte, his passion for cooking began early, influenced by his mother’s culinary skills. He later earned a degree in Hotel & Restaurant Administration from the University of the Philippines, which helped solidify his culinary career.
In 2018, Catis launched Nifty Chef Consultancy, focusing on recipe development and culinary innovation. Working alongside Sarah Hamouda, Catis refined the now-famous chocolate bar, which combines pistachio cream, tahini, and knafeh, and quickly became a global sensation.
Dubai Knafeh Chocolate: From Dubai to Manila
Chef Nouel Catis is bringing the flavors of Dubai chocolate to Manila. His expertise as a pastry chef and culinary artist has been instrumental in perfecting the chocolate’s unique taste. The move to introduce viral chocolate to the Philippines shows just how much the treat’s global popularity continues to rise. Filipino chocolate lovers, known for their love of rich, sweet desserts, are sure to embrace this viral sensation, proving that Dubai Chocolate’s appeal is expanding far beyond the Middle East and Western markets.
Copycats and Market Expansion
With viral fame comes imitation. Some brands soon brought out their own Dubai chocolate, which was labeled the same. Hamouda and her team were frustrated by these copies, but they took them as a compliment.
Yezen Alani, co-owner of FIX Chocolatier, the company behind the original Dubai chocolate, attributes much of the bar’s surge in popularity to social media. He acknowledges that while the rise of knockoff versions is frustrating, it also shows just how much people love their product.
Despite the copycat versions, the original version remains the standard. Even luxury brands like Lindt jumped on the bandwagon, releasing their upscale version of the viral treat. Lindt’s, priced at £10, further solidified the authentic chocolate’s mainstream success.
What Makes Knafeh Chocolate so Irresistible?
Its blend of textures and flavors is a true indulgence. The rich pistachio filling, which is loaded with tahini, pairs beautifully with the crispy, crunchy filo pastry. Its bright orange and green topping also makes it a perfect treat to share on social media.
Alon Chen, CEO of food trend analysts Tastewise, believes Dubai chocolate’s popularity goes beyond flavor alone. He points out that the global pistachio craze helped fuel the rise of chocolate. Without that pistachio trend, it might not have gained the same attention. The mix of pistachio, chocolate, and knafeh delivers a delicious blend that aligns perfectly with today’s food obsessions.
The chocolate’s visually striking appearance and satisfying texture make it perfect for sharing online. From TikTok to Instagram, people love posting about their food experiences. Its unique look and taste have made it a social media sensation, fueling its popularity across platforms.
Indulgence Over Elegance: A New Era of Chocolate
Its success shows a clear shift in what people want from their sweets. Many chocolate lovers still enjoy rich, dark varieties. But more and more, people reach for sweet and indulgent treats instead. Former Fortnum & Mason chocolate buyer Chloé Doutre-Roussel notes that today’s favorites often include fun flavors like orange, cinnamon, or even wasabi. Dubai chocolate fits right in, perfect for those craving quick, sweet satisfaction over something fancy or refined.
This trend reflects a broader desire for comfort and indulgence in today’s fast-paced world. Consumers are gravitating toward treats that provide instant gratification. The global sensation hits all the right notes, offering a satisfying combination of sweet, salty, and crunchy, perfect for a quick indulgence.
The Future of Dubai Chocolate
Hamouda and Alani are poised to boost output without compromising quality as demand for Dubai chocolate keeps growing. Mass-producing is challenging, as the knafeh is so delicate. Though manufacturers have been able to duplicate comparable products, the procedure is costly and laborious. This suggests that while the unique chocolate recipe is gaining popularity all around, it may never be mass-produced like conventional chocolate bars.
Hamouda and Alani intend to take their chocolate outside the UAE in the future. Given how constantly changing Dubai chocolate is, it’s clear this viral craze is not a flash in the pan. It is a cultural phenomenon. The chocolate bar has tapped into the global need for rich, inventive delicacies that bring joy and comfort to all.
