What started as a pregnancy craving in Dubai has grown into a global chocolate sensation, captivating taste buds from the UAE to UK supermarket aisles.
FIX Chocolatier’s viral dessert bar, inspired by the beloved Middle Eastern dish Knafeh, was born from Sarah Hamouda’s longing for comfort food during her pregnancy. That craving led her and her husband, Yezen Alani, to experiment with bold flavors like pistachio, tahini, and chocolate—layered with crisp filo pastry—to create a luxurious treat like no other.
Launched in 2022, their signature creation—Can’t Get Knafeh of It—quickly caught fire on TikTok, with one viral video racking up millions of likes. The bar’s bold textures and vibrant color palette were tailor-made for the platform, creating an irresistible visual and sensory experience. Its popularity exploded, but availability remained limited. FIX sells the bar exclusively through a delivery app in Dubai, just two hours a day, for about £15 each. Demand often outpaces supply, adding to the mystique. 
As word spread, international imitations began popping up. In the UK, brands like Lindt and retailers including Lidl, Waitrose, and Home Bargains launched their own versions of the now-iconic “Dubai chocolate” bar. Some stores even implemented purchasing limits due to high demand. But according to Alani, no replica compares to the original.
“It’s frustrating,” Alani admitted. “People are trying these copycat versions and thinking it’s the real deal, which harms our brand. Every FIX bar is handmade with premium ingredients, from the hand-picked pistachios to the intricately molded chocolate shell.”
FIX’s journey has been anything but easy. The couple juggled full-time jobs, raised two children, and ran the company from scratch. From fulfilling six orders a day to now processing over 500 with a team of 50 employees, the growth has been explosive. But success hasn’t come without sacrifice.
“There were nights we thought of quitting,” Alani shared. “We told ourselves, as long as we can pay rent, we’ll keep going. Now we’re glad we did.”
Though new competitors continue to flood the market, the original FIX bar remains in a class of its own—a sweet testament to culture, creativity, and perseverance.
