CRUNCHY chocolate and crisp pistachio filling – these seem to be the recipe for the Internet’s current food trend.

Now taking TikTok by storm, the Dubai-sourced chocolate bars began with an ASMR video.

@mariavehera257 @fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own Busicoff," and "Crazy Over Caramel." Order on Instagram Chatfood or Deliveroo and let me know what’s your FIX? Instagram : fixdessertchocolatier #asmr #foodsounds #dubai #dubaidessert ♬ оригинальный звук – mariavehera257

Social media personality Maria Vehera posted the video back in December 2023 and it was not until months later that it became the talk of the web.

The clip, which gained over 60 million views, has the trendsetter unboxing and devouring the chocolate bar while showing its gooey pistachio filling.

Behind Dubai’s chocolate

The crisp sound and Vehara’s satisfied reaction would very well lead to the rise of the chocolate brand – Fix Dessert Chocolatier.

It’s owned by Sarah Hamouda, and the story behind crafting their bars was to create an experience.

This is why her viral post, “Can’t Get Knafeh of it,” is loaded with pistachio cream and a distinct Dubai ingredient, kataifi.

Kataifi is shredded phyllo dough that is akin to thin and fragile noodle strips. The light and crisp texture gives the chocolate bar the iconic sound which whets the audience’s appetite.

As more people got to learn about the bar starting in February, the British-Egyptian entrepreneur has seen her product sales boost from a few to hundreds.

Bretman Rock’s reaction

Even online celebrity Bretman Rock has jumped on the Dubai chocolate craze.

@bretmanrock

Omgggghghh yall i we made the viral pistachio chocolate

♬ original sound – bretmanrock

In a TikTok video with over 16 million views, the star presented a homemade version of the bar with his signature enthusiasm.

Wowed by the flavor, Rock gave the self-crafted delight a 10/10.

Make it homemade

Since the Fix bars are only available in Dubai, hyped-up creators couldn’t bear to wait and made their homemade versions of the “Can’t Get Knafeh of it.”

Harrison Webb went on the same online platform where the bars went viral and briefly showed the how-to tutorial in a minute.

@harrisonwebb97 Making the viral dubai pistachio chocolate bar 🍫 #dubaichocolate #viralfood #pistachio #knafeh #chocolate #fixchocolate #dubai #easyrecipe ♬ original sound – Harrison Webb

His huge chocolate bar was filled with ingredients similar to Fix’s: chocolate bars, tahini, kataifi, butter, and pistachio spread.

By following the basic steps and getting similar ingredients, you can give this international food rave a try!

With reports from Regine Dayao

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