Chocolates are a staple during Valentine’s day. From chocolate coated strawberries to chocolate bouquets or an indulgent dessert, there are many ways to show your valentine that you love them.
But when you profess your love with a Fix chocolate bar, it shows that you really love them. But why is that? These chocolate bars from Dubai made with kataifi pastry, pistachio praline and tahini encased in 72% dark chocolate were a viral sensation last year and are hard to get even now. The candy bar with a gooey and crunchy centre is very indulgent and is best enjoyed one cube at a time. The popular “Can’t get Knafeh of it” bar comes with a vibrant Pollock-style splatter of colours and the other flavours have different vibrant designs.
Can’t get Knafeh of it bar | Photo Credit: Ananyaa Desikan
Fix Dessert Chocolatier, founded by British-Egyptian entrepreneur Sarah Hamouda in 2021 hit the peak of popularity when TikTok influencer Maria Vehera made a viral ASMR video with the Knafeh bar in June 2024. Eight months since, it is still a sought-after dessert bar.
Sarah Hamouda with her viral creation | Photo Credit: Special arrangement
Sarah recalls how she came up with it. “The idea came to me during my second pregnancy when I had this unstoppable craving for something unique and truly satisfying. Nothing in the usual dessert aisle could quite hit the mark. I wanted chocolate bars that weren’t just chocolate but a full-on experience. I imagined something indulgent, bursting with different textures and flavors that would make every bite unforgettable,” she says.
One of Fix’s USPs is its colourful packaging combined with names like Butter to Be safe than Salty, made with crispy filo pastry, peanut butter, caramel and a hint of cinnamon and Mind your Own Buiscoff — a white chocolate variant with Lotus Biscoffcheesecake also strike a chord with GenZ and Millennial buyers.
“We’re all about getting creative with new flavours and combinations it’s half the fun! We love playing around with many different ingredient inspirations like dates, karak, and knafeh (because who doesn’t love a little twist on a classic dessert?). But we don’t stop there, we mix it up with some international vibes like pretzels, Biscoff cheesecake or fudgy brownies too. It’s all about keeping things fresh, exciting, and a little unexpected,” Sarah shares.
She also explains what makes the chocolate click. “It’s a combination of a few things, the unique concept, the quality of the ingredients, and the emotional connection people feel with the flavours.”
In Dubai and Abu Dhabi, the chocolates are available at 2 pm and 5 pm at the Fix store in Dubai or via Deliveroo online delivery platform, and get sold out in a jiffy. “Honestly, it was a little overwhelming in the best way possible. I never expected it to blow up like this. We get messages from people around the world, from places like India, Brazil and Japan it’s been unreal. When people tell us how much they love the bars and how inspired they are to try them, it makes all the hard work so worth it. The support has just been incredible!
Viral chocolate bar with pistachio and kataifi filling | Photo Credit: Ananyaa Desikan
Following the success of Dubai, Fix is expanding to Abu Dhabi and Dubai Duty Free as well. “We’ve always wanted to make our chocolate more accessible, and this expansion helps bring our unique creations to a wider audience. It’s a really exciting time for us,” Sarah explains.
Now, there are also several chocolate and dessert brands creating their own version of the hit kunafa chocolate — in a similar filled bar format or as desserts inspired by the flavours. Nevertheless, Fix bars still have their fans. Sarah says, “We’ve been lucky to have so many celebrities try our bars and show their support. The most recent was Millie Bobby Brown. We’ve seen alarms set, bots created, and even people flying in just to grab a Fix Chocolate bar! The lengths our fans go to are unbelievable, and we’re beyond grateful for every bit of support. It truly means the world to us.”
Each Fix bar is priced at 68 AED and is available in Abu Dhabi and Dubai duty-free.
Published - February 11, 2025 02:25 pm IST
