Like a sweet treat value of 15 pounds, became viral

Last week, on vacation in the United Arab Emirates (UAE), there was only one mission on my head – getting hands in a viral bar “Dubai chocolate”.

When you are on Tiktok, you saw a bar that combines chocolate, pistachios and takhin with fila -kondar and inspired by Arab dessert.

The original called cannot get KNAFEH from this, Fix Chocolatier was sold exclusively in the UAE since 2022. It has become so popular on social media that it is only sold two hours a day and is often sold in minutes.

But now imitations known nicknamed “Dubai Chocolate” have hit UK supermarkets, including Waitrose, Lidl and Morrisons, with some supermarkets Restricting the number of bars Customers are allowed to buy.

Ezen Alani, who co -authored, will go with his wife, Sarah Hamuda, said the BBC that Global Chocolate Chocolate has received “flattering and derogatory.”

The chocolate bar of the correction for the first time represented the clamp in 2021, which longed for flavors while she was pregnant.

Alani and Hamuda started developing the bar in a year, leading the business with their corporate work.

“Sarah and I were brought up in the UK, and we moved to Dubai 10 years ago, so we have Western and Arab roots.

“We wanted to create flavors that were inspired by this,” Alani says.

Part of the attraction of chocolate is its exclusivity – you can only order it using the food delivery app rather than go to the store or grab it at the supermarket.

It costs about 15 pounds per bar and can only be bought at certain hours so that the company can fulfill all its orders.

I also saw similar bars sold in many stores in the region, called “Dubai chocolate” and decorated photos of pistachio and philosophy products.

Alani says that the “Copycat” bars “are very unpleasant because people try to set up that damages our brand.”

One of the reasons for the growth of the popularity of the lawyers was social media – with a viral video from Tiktok User Maria Weger Since 2023, it is called one of the main reasons for the rise.

It shows that Veger tried for the first time Bar KNAFEH – together with several others, made the same chocolate – and he liked almost seven million times.

What a bar for social media looks like – from attractive orange and green spots on top of smooth milk chocolate to the sound of the crunch that it makes when you tear off the piece.

Chocolate in combination with pistachios is not new, but a true beautiful element is the crispy nature of the filling, while the baking phil adds the texture and the thickness of the strip.

Because it cannot get KNAFEH from IT -bar, available only in one country, other brands started selling their versions in the UK, including Swiss chocolate Lindt, whose Dubai chocolate is sold for 10 pounds in supermarkets.

Since the stocking at the bar, waitrose says To adjust the stock level.

The other version was also sold by home deals, while Supermarket Lidl has its own version for 4.99 pounds and also restricts purchases.

One influential documented as the bar was kept for tills For this reason.

Trying Lindt Bar and several other versions sold in stores, there is a contrast.

Chocolate of the correction is exhibited as a “dessert bar” and it should be stored in the refrigerator, with a short date of shelf life, as in many dairy objects.

This is not the case for the rest that has been designed for a longer shelf life.

You can also see the difference in taste and texture – the original bar is almost double the LindT strip width, which is larger to the size and shape of the standard chocolate tile.

When Alani and Hamud started working for the first time, they worked for one person to fulfill about six to seven orders a day.

But since it is growing in popularity, primarily thanks to the science, their business now employs 20 people who perform 500 orders a day.

One of the big spoken points was the price of a product that is £ 15 per bar.

“It’s all manually, every design is done manually,” Alani says.

“We use premium -in -inhredants, and the process is not similar to the creation of the Cadbury bar – you have baking, the formation of chocolate to the design and with the help of the filling, even the pistachios are selected and processed.”

Government to the Arabian business last year, Hamuda said, “My mother did Knafe, and that’s what I wanted to capture my own way.

“Knafeh was the first aroma that we perfected. Crust, pistachio, it had to be right,” she added.

Despite the success of the product, Alani says that “it was a cruel journey” because the couple works together full -time while raising their two children.

“There were times when we wanted to refuse, but we said,” We will continue to go as long as we can pay the rent, “and now we don’t regret it.”