The creators of the viral ‘Dubai chocolate’ bar, Can’t Get Knafeh of It, are raising concerns about supermarket knockoffs that are hurting their brand. Yezen Alani and Sarah Hamouda, a British couple who founded FIX Chocolatier, launched the chocolate in the UAE in 2022. It features pistachio and knafeh, and it became famous after going viral on TikTok. Users praised its unique texture, bold flavour and green colour.
What started as a passion project quickly grew into a global trend. The bar became more than just a treat—it was shown in unboxing videos, beauty influencer reels and travel vlogs. Many paired it with luxury items like handbags, manicures and “soft life” content. Some even called it “the Birkin of chocolates.” People traveled to Dubai just to try it.
The growing demand helped FIX grow from a solo effort to a team of 50, now making 500 bars daily. But with success came problems. Big companies like Nestlé, Lindt, Lidl and Selfridges released their own pistachio-knafeh bars, selling quickly and at lower prices.
Read more: How To Make The Famous Viral Knafeh Chocolate At Home
In a BBC interview, Yezen said, “The dupes are very frustrating because people are trying knockoffs, which damages our brand.” He and Sarah are concerned that people might think the cheaper versions represent FIX’s quality. In reality, their bars are handmade using high-quality ingredients and the recipe is a secret.
To keep the brand’s premium feel, they now sell the chocolate through a special app, only twice a day for a short time. This lets them control demand and protect the luxury image. They also plan to grow slowly through careful partnerships and retail plans, without losing their original values.
Even though they face challenges, the couple has no plans to give in to pressure. FIX Chocolatier continues to protect its product and reputation, showing how viral fame can bring both growth and struggle.
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