The original creators of the viral “Dubai chocolate” are not happy with the recent surge of supermarket knockoffs, calling them “frustrating” and damaging to their brand.
Yezen Alani and his wife Sarah Hamouda, founders of FIX Chocolatier, have spent years perfecting their pistachio and knafeh-filled chocolate bars.
Since launching in 2022, their treat has gained international fame, but now, they’re facing stiff competition from cheaper, mass-produced versions flooding the market.
From Humble Beginnings to Global Fame
What started as a small business with just one employee making up to seven orders a day has grown rapidly since the treat’s viral moment on TikTok.
The chocolate bar, priced at £15, became a sensation after a video of the crunchy bar went viral, with people traveling to the UAE from all over the world to try it.
In response to overwhelming demand, Yezen and Sarah expanded their operations and now employ 50 people, producing 500 orders a day.
But despite their success, they’re frustrated with the influx of imitation versions being sold in supermarkets.
Supermarket Versions Flood the Market
Brands like Nestlé, Lindt, and Lidl quickly jumped on the bandwagon, producing their own variations of the knafeh-inspired chocolate.
Popular department store Selfridges saw their shelves cleared after fans flocked to get their hands on the treat.
Prices for these supermarket versions range from £5 to £27, but even affordable options like those from Lidl cost £3.44 for just 122g of chocolate.
As demand skyrockets, retailers have started imposing limits on how many bars shoppers can buy, with Waitrose even enforcing a two-bar limit per customer.
The Key Differences Between the Original and the Knockoffs
While the mass-produced versions are widely available, Yezen and Sarah have pointed out the key differences between their high-end chocolate and the supermarket versions.
The FIX bar is handmade using premium ingredients, with each piece carefully crafted, and it’s meant to be stored in the fridge with a short shelf life.
In contrast, the supermarket versions are designed to last longer and lack the same artisanal touch.
“Every single design is done by hand,” Yezen told the BBC. “Even the pistachios are hand-picked and processed.”
The Impact of the Viral Sensation
What started as a simple idea born during Sarah’s pregnancy has transformed into a worldwide phenomenon.
The couple’s chocolate bars, known for their unique combination of knafeh, pistachio, and tahini filling, have captured the internet’s attention.
However, the rise of cheaper knockoffs has left them feeling frustrated.
Their passion for creating a luxury product has been challenged by the rise of imitation versions that don’t quite measure up to their high standards.
Despite the knockoffs, Yezen and Sarah remain committed to continuing to offer their luxury treat to their loyal customers.
They’ve worked hard to build their brand and are determined to protect it as their chocolate bars continue to make waves in the world of confectionery.