All you need to know about Dubai chocolate

Dubai is a metropolis that attracts attention not only with its beautiful architecture and unique nature but also with the delicious food that is prepared here. Recently, a new delicacy has appeared that has taken the world by storm — Fix chocolate Dubai bars. What made it so popular is its very unusual composition, unique design, and, of course, the opportunity to create original videos on TikTok. We need to take a closer look at the nature of this chocolate to understand better its success and how Dubai contributed to it.

What Makes Dubai Chocolate Special?

Dubai chocolate is not just delicious food, but a kind of attraction. It is like renting VIP cars that bring new impressions from such a familiar activity as driving a car. The creativity of modern confectioners has led to the fact that kadayif with creamy pistachio, filo pastry with custard, or tea-soaked biscuits are combined into a very appetizing and extremely unusual structure mass with a camelmilk chocolate shell.

Sarah Hamouda, founder of Fix Dessert Chocolatier, launched her brand in 2021, inspired by pregnancy cravings. Her chocolates became a viral sensation after influencer Maria Vehera’s ASMR video hit 80M views, skyrocketing orders. With hand-painted designs and signature molds, cocoa chocolate is not just food — it is art, a story, and a spectacle.

The Most Popular Dubai Chocolate Fillings

There are positive examples of use in products such as dates and karak, a spiced tea popular in the UAE. They not only add exoticism to this chocolate but also give it unique taste properties that combine modernity and the heritage of sweets production.

The use of products that are often hand-selected makes the process of consuming such chocolate exclusive and full of unique emotions, comparable to driving such legendary cars as Ferrari. Since this is not a mass-produced product, it is not surprising that their distinctiveness has sparked countless DIY attempts, yet their craftsmanship and unique fillings keep the originals unmatched.

The Best Dubai Chocolate Brands to Try

The amazing thing about Dubai chocolate is that it combines Middle Eastern traditions and an incredible flavour palette more familiar to the West. At Fix Dessert Chocolatier, the standout «Can’t Get Knafeh of It» bar embodies «Dubai chocolate» online. Inspired by knafeh, a traditional Arabic dessert, it combines crispy shredded pastry, pistachios, soft cheese, and syrup with creamy pistachio spread and milk chocolate. A touch of tahini adds a nutty depth, making it inimitable.

A special mention goes to «Mind Your Own Buiscoff». This is a white chocolate bar that is diluted with Lotus cheesecake spread, which creates a pleasant caramel flavour. There are also examples like «Cereously Chewsy», which adds a little Nutella fudge brownies to the usual chocolate bar to create a taste that evokes a homey morning atmosphere with cocoa and nuts.

Dubai Chocolate Trends and Innovations

The Dubai chocolate phenomenon is more than a fleeting trend, it is a springboard for innovation in the confectionery world. The viral success of chocolate Dubai has sparked a wave of imitation, with home cooks and candy makers worldwide attempting to recreate the patchi and knafeh-pistachio combo. Online platforms like Amazon are flooded with dupes labelled «Dubai Chocolate», though the official Fix brand warns these are unauthorized and often poorly stored, selling at triple the original price. This counterfeit boom highlights the trend’s global reach — and the challenge of meeting demand.

Social media continues to drive evolution. The ASMR appeal of breaking open a gooey, crunchy bar has made the texture a priority, pushing chocolatiers to experiment with new fillings like puffed rice, honeycomb, or even savoury elements like za’atar. Hamouda hints at international expansion for Fix brand, suggesting flavours tailored to new markets might soon emerge, blending Dubai’s signature style with local tastes — perhaps a maple syrup twist for Canada, truffles or matcha for Japan.

Sustainability is another budding trend. As Dubai aims to be a leader in luxury and innovation, brands like Mirzam emphasize ethical sourcing, while Al Nassma’s camel milk aligns with the UAE’s push to promote local resources. Fix, still scaling from a home operation to a rented kitchen with a team of 10, may soon face pressure to adopt eco-friendly packaging or production methods as it grows.

The «chocolate black market» is a quirky offshoot, with bars popping up in places like South Africa at exorbitant prices. This desperation reflects unmet demand—and an opportunity for Fix to formalize global distribution. Meanwhile, Dubai’s tourism boom ties into the trend, with visitors seeking not only a luxury car fleet but these chocolates as souvenirs, boosting their status as a cultural export. As the city prepares for events like the Food & Wine Classic in Aspen 2025, expect Dubai Chocolate to make a splash on the world stage.