What’s behind the viral pistachio chocolate bar from Dubai?

Pistachio spread and crispy knafeh in a bar of chocolate – have you seen this in your feeds?

MANILA, Philippines – If you’ve seen content creators biting into a viral pistachio-filled chocolate bar in your feeds lately, you might be among the many curious people asking: What is it, anyway?

Many sweet-toothed people around the world are excited and craving the recently viral pistachio chocolate from Fix Dessert Chocolatier, a brand from Dubai.

Artisanal chocolatiers from the country have created the coveted luxury chocolate bar using premium ingredients, resulting in what is described as a “unique taste and texture experience” (and a hefty price tag).

Clips are doing the rounds of social media users cutting the chocolate bar in half to reveal the slightly zesty, pistachio-filled center. Among other things, they bite into the chocolate bar and hear a distinctly loud, nutty crunch. Other inventors have even tried making their own homemade versions!

High-quality milk chocolate covers the “Pistachio Knafeh” and gives the treat a nutty taste and a crunchy texture on the inside, paired with the delicate chocolate.

Behind the bar

Although knafeh is made from shredded puff pastry called kataifi, it is not a Dubai delicacy as its origins lie in Greece and Turkey, where it is considered a traditional dessert.

Kataifi may not be native to Dubai, but it is widely popular due to the city's diverse culinary scene, which offers a variety of Middle Eastern dishes. As a melting pot of cultures, Dubai now offers kataifi as part of its food offering.

The Dubai Pistachio Chocolate Bar began its viral rise in early 2024, gaining attention through social media buzz, rave reviews from influencers, and endorsements.

According to a report by CNN, British-Egyptian Fix founder Sarah Hamouda never imagined her brand would become a global sensation. Originally inspired by her pregnancy cravings, Hamouda created the chocolate as a personal treat, but it soon developed into a thriving business.

The unique flavor combination – rich chocolate, pistachio spread and crispy knafeh, a crushed Arabic pastry – proved to be a recipe for success and catapulted the product to international fame.

“Honestly, I never thought it would go around the world,” admits Hamouda, reflecting on the unexpected success of her viral creation.

Although kataifi is included in the knafeh filling, it is not a Dubai delicacy as its origins can be traced back to Greece and Turkey, where it is considered a traditional dessert. Kataifi may not be native to Dubai, but it is widely popular due to the city's diverse culinary scene, which offers a variety of Middle Eastern dishes. As a melting pot of cultures, Dubai now offers kataifi as part of its rich food offering.

In addition to the pistachio chocolate bar, the brand also offers other flavors such as the Biscoff chocolate bar, Nutella brownies and cereal, the pretzel chocolate bar, the cinnamon caramel peanut butter chocolate bar and the legendary Dubai Karak tea and milk chocolate bar.

The viral Dubai Pistachio Chocolate Bar has inspired several other brands in Dubai to create their own versions or similar products. Well-known chocolatiers like Patchi have ventured into pistachio flavors. Artisanal brands like Koko Black and Moribyan have also picked up the trend and incorporated pistachios into their gourmet creations.

A bar of chocolate costs 68.25 dirhams or around 1,063 P.

Chocoholics can try ordering their chocolate through Fix Chocolate’s official website. Local shops and vendors have also been holding “Pasabuys” for chocolate lovers in the Philippines. – Rappler.com