The Dubai-style chocolate craze that took social media by storm is far from over, and it has now officially landed on British soil. Fix Chocolate, the brand widely credited with starting the trend, has opened its first-ever UK pop-up in the iconic Harrods department store throughout November.
The Hype and The Queue
Shoppers are demonstrating an astonishing level of dedication for a taste of luxury, with many revealing on TikTok that they have waited in line for more than an hour. The object of their desire? Fix's signature chocolate bars, which command a hefty £25 per bar. The brand is selling its original 'Can't Get Knafeh of It' bar alongside a selection of other filled creations, and the premium price tag seems to be doing little to deter eager customers.
Putting the Viral Chocolate to the Test
As a self-confessed sceptic of the Dubai chocolate trend, our food writer approached the tasting with low expectations, having been previously underwhelmed by supermarket versions. The initial impression was one of artisan market chic, with bold packaging and a colourful splatter design on the chocolate itself.
However, the first bite of the 'Can't Get Knafeh of It' bar was a revelation. The bar combines a soft, generous filling of pistachio and tahini paste with knafeh pastry pieces, all enveloped in a high-quality, sweet, and creamy milk chocolate. Contrary to previous experiences, the pistachio flavour was dominant without being overly earthy, and the sweetness level was perfectly judged.
The juxtaposition of textures between the soft paste and the crunchy pastry pieces made eating it a genuinely fun experience. The reviewer admitted to devouring half the bar in one sitting and finally understanding the viral hype.
How Does the Other Bar Compare?
The experience with the Milk Chocolate and Pretzel bar was less transformative. While it featured a pretzel cream, pretzel pieces, and caramel, it ultimately paled in comparison to the original. The initial flavour was reminiscent of Biscoff, but the saltiness of the pretzel eventually came through, creating an experience closer to a Reese's Peanut Butter Cup. The verdict was that it was merely 'fine' and not worth the £25 price tag, with a recommendation to opt for a more affordable alternative like the M&S Big Daddy bar instead.
The Final Verdict
The 'Can't Get Knafeh of It' bar was the clear winner, delivering on both flavour and texture in a way that other Dubai-style chocolates have not. Despite this, the £25 price point remains a significant sticking point. The conclusion is that while no chocolate bar may ever feel truly worth such a high cost, the lure of a limited-edition novelty item is powerful. For those tempted, the pop-up at Harrods offers a chance to try the internet-famous treat for themselves before it closes on November 23.
