5 Reasons Why the FIX Chocolate Bar Sells Out So Fast in Dubai
The FIX Chocolate Bar, particularly the iconic "Can’t Get Knafeh of It," has taken Dubai—and the world—by storm. This decadent treat, crafted by FIX Dessert Chocolatier, is more than just a chocolate bar; it’s a cultural phenomenon that sells out within minutes of its daily online releases. From its viral beginnings on TikTok to its exclusivity in the UAE, the FIX Chocolate Bar has captured the hearts and taste buds of chocolate lovers globally. But what makes this chocolate bar so irresistible that it disappears faster than you can add it to your cart on Deliveroo? In this 3,000-word exploration, we dive into the five key reasons behind the FIX Chocolate Bar’s lightning-fast sell-outs in Dubai.
1. The Viral Power of Social Media
In today’s digital age, social media can turn a local product into a global sensation overnight, and the FIX Chocolate Bar is a textbook example of this phenomenon. The bar’s meteoric rise to fame began in December 2023 when Dubai-based food influencer Maria Vehera posted an ASMR-style TikTok video of herself eating the "Can’t Get Knafeh of It" bar. The video, showcasing the bar’s vibrant green pistachio filling and satisfying crunch, has amassed over 125 million views and nearly seven million likes, sparking a worldwide obsession.
The visual and auditory appeal of the FIX Chocolate Bar is tailor-made for platforms like TikTok and Instagram. The bar’s exterior, adorned with colorful edible paint, and its gooey, crunchy interior create a sensory experience that’s perfect for short-form video content. When you break the bar in half, the sound of the crisp kataifi (shredded phyllo pastry) combined with the creamy pistachio-tahini filling produces an ASMR effect that captivates viewers. The hashtag #dubaichocolate has been used over 45,500 times on Instagram, with countless videos showing people recreating the bar or reacting to its unique texture and flavor.
This viral momentum has created a feedback loop: the more people see the bar on social media, the more they want to try it, driving demand to unprecedented levels. In Dubai, where the bar is exclusively available through Deliveroo at 2 PM and 5 PM daily, the limited supply can’t keep up with the global hype. The result? Batches of approximately 500 bars sell out within minutes, leaving fans scrambling to secure their fix. The social media frenzy has also fueled a sense of urgency, as consumers fear missing out on what’s been dubbed “the best chocolate in Dubai.”
Moreover, the bar’s association with Dubai’s glamorous image adds to its allure. Social media users associate Dubai with luxury, extravagance, and innovation, and the FIX Chocolate Bar fits perfectly into this narrative. Comments like “I thought that was guacamole!” (with 210K likes) highlight the bar’s quirky appeal, making it a must-try for foodies and trend-chasers alike. The viral power of social media has transformed FIX from a small Dubai-based chocolatier into a global brand, but its limited availability keeps the hype burning bright.
2. Unique Flavor and Texture Combination
The FIX Chocolate Bar isn’t just another candy bar—it’s a culinary masterpiece that blends Middle Eastern flavors with premium chocolate craftsmanship. The signature “Can’t Get Knafeh of It” bar is inspired by knafeh, a beloved Middle Eastern dessert made with kataifi (shredded phyllo pastry), sweet syrup, and soft cheese or cream. FIX reimagines this dessert as a milk chocolate bar filled with a creamy pistachio-tahini spread and crunchy kataifi, creating a symphony of textures and flavors that’s unlike anything else on the market.
The combination of creamy, nutty pistachio cream, earthy tahini, and the crisp, golden kataifi encased in smooth Belgian chocolate offers a multi-sensory experience. Reviewers describe the bar as “velvety,” “decadent,” and “addictive,” with the crunch of the kataifi stealing the show. This unique texture contrasts beautifully with the rich, sweet chocolate, making every bite a delightful surprise. Unlike mass-produced chocolate bars that rely on simple fillings like caramel or nougat, the FIX bar’s complex flavor profile evokes the nostalgia of Middle Eastern souks and the sophistication of artisanal chocolate.
FIX offers a range of flavors beyond the classic knafeh, including “Baklawa 2 The Future,” “Mind Your Own Buiscoff,” and “Catch Me If Pecan,” each with its own playful name and innovative filling. For example, the “You Karak Me Up” bar incorporates Parle G biscuits and karak chai flavors, blending South Asian and Middle Eastern influences. These creative combinations appeal to Dubai’s diverse population and international tourists, who are eager to try something new and culturally significant.
The bar’s premium ingredients, including hand-picked pistachios and high-quality Belgian chocolate, elevate it above standard confections. However, some critics argue that the pistachio flavor can be overshadowed by the chocolate or that certain flavors, like the karak chai, taste underwhelming compared to the hype. Despite these mixed reviews, the bar’s uniqueness keeps consumers coming back, eager to experience the next flavor innovation. The fact that each bar is handmade with intricate designs painted on its surface adds to its exclusivity, making it a treat that feels both indulgent and artistic.
3. Limited Availability and Exclusivity
One of the biggest drivers of the FIX Chocolate Bar’s sell-out success is its scarcity. FIX Dessert Chocolatier produces a limited number of bars each day—approximately 500, according to some sources—and releases them in two batches at 2 PM and 5 PM via Deliveroo in Dubai and Abu Dhabi. This restricted supply creates a sense of urgency and exclusivity, turning the act of purchasing a FIX bar into a competitive race. Consumers must be online at the exact moment of release, as the bars often sell out within minutes.
This scarcity isn’t just a logistical limitation; it’s a strategic choice that fuels demand. As Monique Naval, a senior research analyst at Euromonitor International, notes, “The limited availability, both temporal and geographical, creates a fear of missing out, further increasing interest and demand.” The exclusivity of the FIX bar taps into a psychological phenomenon known as FOMO (fear of missing out), which drives consumers to act quickly to secure a coveted item. In Dubai, where luxury and exclusivity are part of the city’s brand, this strategy resonates deeply.
The bars’ exclusivity is further enhanced by their availability only in the UAE, primarily through Deliveroo, with occasional pop-up stands at Dubai International Airport’s Terminal 3. Tourists have been known to fly to Dubai specifically to purchase the bars, with 17% of global tourists in a recent poll expressing willingness to travel for this treat. This level of dedication underscores the bar’s status as a must-have souvenir, akin to a luxury good rather than a simple candy bar.
The high price point—around 68.25 AED (approximately $18.50 USD) per 200-gram bar or 385.50 AED for a box of six—also adds to the perception of exclusivity. While some consumers balk at the cost, others see it as a worthwhile investment for a premium, artisanal product. The combination of limited supply, high demand, and a premium price creates a perfect storm that ensures the bars sell out almost instantly.
4. Cultural Resonance and Nostalgia
The FIX Chocolate Bar’s appeal goes beyond taste; it taps into cultural nostalgia and the growing global fascination with Middle Eastern cuisine. The “Can’t Get Knafeh of It” bar is inspired by knafeh, a dessert deeply rooted in Middle Eastern culinary traditions. For many consumers, especially those familiar with Arabic sweets, the bar evokes memories of family gatherings, bustling souks, and festive celebrations. Sarah Hamouda, the British-Egyptian founder of FIX, created the bar to capture the essence of her mother’s knafeh, infusing it with personal and cultural significance.
Dubai’s status as a global culinary destination further amplifies the bar’s appeal. As Monique Naval explains, “Sixty-eight percent of the world’s consumers want to experience cultures other than their own and that includes a willingness and desire to try new flavours and ingredients.” The FIX bar satisfies this curiosity by offering a taste of the Middle East in a modern, accessible format. Pistachios, a staple in Middle Eastern cuisine, are also gaining traction as a trendy flavor globally, appearing in everything from lattes to desserts.
For Dubai’s diverse population and millions of tourists, the bar represents a fusion of tradition and innovation. Its playful names, like “Baklawa 2 The Future” and “Butter to Be Safe Than Salty,” add a layer of whimsy that resonates with younger audiences, while the flavors connect with those who grew up enjoying Middle Eastern desserts. The bar’s luxe packaging and hand-painted designs make it a perfect gift for occasions like Eid, birthdays, or weddings, further embedding it in cultural practices.
The global fascination with Dubai as a symbol of luxury and extravagance also plays a role. The bar’s “Dubai chocolate” moniker, coined by social media users, ties it to the city’s glamorous image, making it a status symbol for foodies worldwide. This cultural resonance, combined with the bar’s nostalgic flavors, creates an emotional connection that drives consumers to seek it out, even at a premium price.
5. Artisanal Craftsmanship and Branding
At the heart of the FIX Chocolate Bar’s success is its artisanal craftsmanship and impeccable branding. Each bar is handmade in Dubai, with a meticulous process that involves baking, molding, and hand-picking pistachios to ensure quality. The bars are decorated with edible paint, giving them a visually striking appearance that feels more like a work of art than a mass-produced candy. This attention to detail sets FIX apart from competitors and justifies its premium price point.
Sarah Hamouda and her team at FIX have also mastered the art of branding. The playful, pun-filled names of the bars—such as “Can’t Get Knafeh of It” and “Mind Your Own Buiscoff”—appeal to a young, social media-savvy audience. The eye-catching packaging, described as “cute” and “luxe,” enhances the unboxing experience, making it a favorite among influencers and gift-givers.
FIX’s decision to rely on social media influencers rather than traditional marketing has been a game-changer. By sending bars to local influencers like Maria Vehera, FIX tapped into a cost-effective way to reach millions of potential customers. The brand’s online-only model, with sales primarily through Deliveroo, adds to its mystique, as does its limited production capacity. Yezen Alani, co-owner of FIX, describes the journey as “tough” but rewarding, emphasizing the passion and dedication behind each bar.
However, the artisanal nature of the bars also presents challenges. The delicate kataifi pastry requires careful handling to maintain its crunch, making large-scale production difficult. This limitation enhances the bar’s exclusivity but also means that FIX struggles to meet demand, further fueling the sell-out frenzy. Despite these challenges, FIX is scaling up production and exploring expansion beyond the UAE, hinting at a future where the bar may become more accessible—but for now, its artisanal charm keeps it in high demand.
Challenges and Controversies
While the FIX Chocolate Bar’s success is undeniable, it hasn’t been without challenges. The high price point—$18.50 for a single bar or $105 for a box of six—has drawn criticism from some consumers who argue it’s not worth the hype. Reviews on platforms like Reddit have called out certain flavors, like the karak chai bar, as “mediocre” or “overhyped,” with some comparing the taste to “cheap chocolate” or “gooey baby food.”
Scammers have also capitalized on the bar’s popularity, creating fake websites and ads to steal customers’ money. FIX has warned against unauthorized resellers, noting that some distributors sell counterfeit bars at inflated prices or store them improperly, compromising quality. In January 2025, a German court banned Aldi from selling a product called “Alyan Dubai Handmade Chocolate” for misleading consumers about its origin, highlighting the risks of counterfeit products. Additionally, a study by the Baden-Württemberg Ministry of Consumer Protection found that some imported Dubai chocolate bars contained harmful contaminants, raising food safety concerns.
Despite these issues, FIX remains committed to quality and authenticity, with Hamouda emphasizing the use of premium ingredients and artisanal techniques. The brand’s transparency about its production process and warnings about scammers have helped maintain consumer trust, even as dupes flood the market.
The Global Impact and Future of FIX
The FIX Chocolate Bar’s rapid sell-outs are a testament to its unique blend of viral marketing, innovative flavors, exclusivity, cultural resonance, and artisanal craftsmanship. Its success has inspired countless dupes, from Lindt’s version in the UK to homemade recipes shared on social media. Some restaurants, like Trove in Dubai Mall, have even created their own versions, priced at 62 AED for a single bar or 165 AED for a shareable size.
The bar’s global impact is evident in its ability to draw tourists to Dubai, with 17% of global travelers willing to visit just to try it. Its presence at events like the U.S. Open Tennis Championships, where Emirates airline shared FIX bars with guests, shows its growing international reach. Meanwhile, home cooks worldwide are attempting to recreate the bar, with recipes emphasizing the importance of toasting kataifi and using tahini for authenticity.
Looking ahead, FIX is poised for expansion. Hamouda has hinted at plans to make the bars more accessible, potentially bringing them to markets like the UK and US. However, the brand’s commitment to limited production and artisanal quality suggests that the sell-out frenzy may continue for the foreseeable future. For now, the FIX Chocolate Bar remains a coveted treat that embodies Dubai’s spirit of innovation, luxury, and cultural fusion.
Conclusion
The FIX Chocolate Bar’s lightning-fast sell-outs in Dubai are no accident. Its viral success on social media, driven by influencers like Maria Vehera, has created a global craze that shows no signs of slowing down. The bar’s unique combination of pistachio, tahini, and kataifi offers a taste and texture that’s both nostalgic and innovative, appealing to foodies and trendsetters alike. Its limited availability and high price point enhance its exclusivity, while its cultural resonance taps into the growing fascination with Middle Eastern flavors. Finally, FIX’s artisanal craftsmanship and clever branding make each bar a work of art, worth the hype for many fans.
Whether you’re a Dubai resident racing to order at 2 PM or a tourist hoping to snag a bar at the airport, the FIX Chocolate Bar is more than just a treat—it’s an experience. As the brand continues to grow, it’s clear that this viral sensation is here to stay, captivating chocolate lovers one crunchy, creamy bite at a time.