The creators of the wildly popular “Dubai chocolate” bar, Can’t Get Knafeh of It, are speaking out against a wave of supermarket knockoffs they say are not only diluting their brand, but also confusing customers and undermining their success.
British couple Yezen Alani and Sarah Hamouda, founders of FIX Chocolatier, first launched the luxurious pistachio-and-knafeh-filled bar in the UAE in 2022.
Initially a passion project born out of their love for premium Middle Eastern flavours, the bar skyrocketed to global fame after going viral on TikTok—where users began raving about its unique texture, bold taste, and unmistakable green hue.
The bar’s appeal quickly broke beyond the food world. It became a luxury status symbol on social media, featured in everything from unboxing videos and travel vlogs to beauty influencer hauls, often paired with designer bags, manicures, and “soft life” aesthetics.
Content creators flew to Dubai just to film themselves trying the bar. Some even labelled it “the Birkin of chocolates.”
As demand exploded, FIX scaled from a one-person operation to a full team of 50, now producing around 500 bars a day.
But the couple are facing a bittersweet reality: their viral success has opened the floodgates for mass-market giants to roll out copycat versions.
Brands like Nestlé, Lindt, Lidl, and even Selfridges have launched their own pistachio-knafeh chocolates, many selling out in minutes—often at lower price points.
Yezen shared his frustration in a recent BBC interview, explaining how these imitations can mislead customers:
"The dupes are very frustrating because people are trying knockoffs, which damages our brand."
He and Sarah worry that customers trying the supermarket versions may assume they reflect the same quality and craftsmanship FIX has become known for.
In truth, FIX’s bars are meticulously handcrafted using premium ingredients, and their recipe remains tightly guarded.
To maintain the exclusivity and artisanal integrity of their product, the couple now limit sales to two short daily windows via a dedicated app.
This system helps manage demand while preserving the high-end, limited-edition aura the bar has become famous for.
Despite the challenges, FIX Chocolatier has no plans to compromise.
Instead, the couple continue to expand thoughtfully—looking into collaborations and controlled retail growth while fiercely protecting the brand they built from scratch.
With its viral clout, aesthetic appeal, and the ongoing buzz on TikTok and Instagram, Can’t Get Knafeh of It has proved to be more than just a dessert—it’s a global phenomenon.
But as FIX Chocolatier’s founders have learned, viral fame can be a double-edged sword.
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