MANILA, Philippines – If you’ve seen content creators biting into a viral pistachio-filled candy bar on your feeds recently, you may be among the many curious people wondering, “What is that, anyway?”
Many foodies around the world have been flocking to the recently viral pistachio chocolate from Dubai-based brand Fix Dessert Chocolatier.
The country’s artisan chocolatiers crafted the sought-after luxury chocolate bar with premium ingredients, resulting in a “unique flavor and texture experience” (and a hefty price tag).
Videos of social media users cutting the chocolate bark in half and exposing the slightly savory, pistachio-filled center have gone viral, including biting into the candy bar with a distinctly loud, nutty crunch. Other creators have even tried their hand at making their own homemade versions!
High-quality milk chocolate envelops the pistachio knafeh, giving the treat a nutty taste and crunchy texture inside, combined with the smooth chocolate.
Behind the bar
Although Knafeh is made from shredded phyllo dough known as Kataifi, it is not exactly a Dubai delicacy, as its origins can be traced back to Greece and Turkey, where it is considered a traditional dessert.
Although Kataifi is not native to Dubai, it is widely available due to the city’s diverse culinary scene, which features a variety of Middle Eastern dishes. As a melting pot of cultures, Dubai now offers Kataifi as part of its rich culinary offerings.
Dubai’s pistachio chocolate bar began its viral rise in early 2024, gaining attention through social media buzz, rave reviews from influencers, and recommendations.
According to a CNN report, the founder of British-Egyptian brand Fix, Sarah Hamouda, never imagined that her brand would become a global phenomenon. Initially inspired by her pregnancy cravings, Hamouda created the chocolate as a treat for herself, but it quickly turned into a thriving business.
The unique combination of flavors – rich chocolate, pistachio spread and crunchy knafeh, a grated Arabic pastry – proved a winning formula, catapulting the product to international fame.
“To be honest, I never imagined it would go global,” Hamouda admits, reflecting on the unexpected success of his viral creation.
In addition to the Pistachio Chocolate Bar, the brand also offers other flavors, such as the Biscoff Chocolate Bar, Nutella Brownies and Cereal, Pretzel Chocolate Bar, Peanut Butter and Cinnamon Caramel Chocolate Bar, and the iconic Dubai Karak Milk Chocolate and Tea Bar.
Dubai’s pistachio chocolate bar that went viral has inspired several other Dubai brands to create their own versions or similar products. Renowned chocolatiers like Patchi have branched out into pistachio-flavoured offerings. Artisanal brands like Koko black and Moribyan have also embraced the trend, incorporating pistachio into their gourmet creations.
A chocolate bar costs 68.25 dirhams, or around PHP 1,063.
Chocoholics can try ordering from Fix Chocolate’s official website. Local stores and vendors also organize “pasabuys” for people living in the Philippines. Rappler.com
