A luxury chocolate bar originating in the United Arab Emirates has taken the world by storm, sparking long queues, rapid sellouts, and exorbitant resale prices. The Dubai Chocolate Bar, created by Fix Dessert Chocolatier, features a blend of milk chocolate, creamy pistachio, and crispy kataifi filling, making it a highly sought-after treat.
Initially available only in the UAE due to its handmade nature, the chocolate bar has inspired several global recreations. Swiss chocolate giant Lindt, as well as various supermarkets and confectionery brands worldwide, have introduced their own versions to meet the surging demand. Despite these alternatives, supply struggles to match the overwhelming interest, with some retailers selling out within minutes of restocking.
Skyrocketing Prices and Resale Market
The immense popularity of Dubai-style chocolate has fueled a lucrative resale market, particularly in Portugal, where online marketplaces like OLX and Vinted list bars at heavily inflated prices. According to Portuguese publication Expresso, bars originally priced at €4.99 in Lidl are being resold for up to €20—four times the retail price. One Lindt employee told lifestyle media outlet NiT that their version of the chocolate bar was completely sold out within 40 minutes of hitting the shelves.
With supply shortages persisting, some buyers have resorted to bulk purchases, while others queue for hours only to leave empty-handed. In response, some social media influencers have taken to platforms like TikTok and Instagram to share homemade recipes, offering a DIY alternative for chocolate lovers unable to secure the coveted treat.
Legal and Branding Challenges
The Dubai Chocolate Bar’s meteoric rise has not come without controversy. A German court in Cologne recently ruled that Aldi could not market its version as “Dubai chocolate” unless it was genuinely sourced from the UAE. The court found that Aldi’s product was manufactured in Turkey, leading to restrictions on the use of the name in branding and marketing.
Why Is It So Expensive?
The original Dubai Chocolate Bar, officially named “Can’t Get Knafeh Of It,” is priced at AED 68.25 (€17.20), reflecting its handmade production process and premium ingredients. The bar features high-quality Belgian or Swiss milk chocolate, pistachio, and knafeh, all of which contribute to its luxury status.
Beyond the cost of ingredients, exclusivity and social media virality have significantly driven up prices. The bar’s global demand, combined with its limited availability outside the UAE, has turned it into a symbol of indulgence and rarity.
The Future of the Dubai Chocolate Trend
As demand continues to outpace supply, Fix Dessert Chocolatier has reported a dramatic surge in orders. According to founder Sarah Hamouda, the company now receives approximately 100 orders per minute—an exponential increase from just six or seven daily requests before the chocolate bar gained viral fame.
With more supermarkets and confectionery brands joining the trend, the Dubai Chocolate Bar craze shows no signs of slowing down. Whether through legitimate sales, resale markets, or homemade imitations, chocolate enthusiasts worldwide are determined to get a taste of this exclusive treat.
