The Dubai Chocolate Frenzy-Virality, Supply Chain Struggles, and the Copycat Invasion

Introduction

Founded in 2021 by Sarah Hamouda in Dubai, Fix Dessert Chocolatier introduced the “Can’t Get Knafeh of It” chocolate bar, blending traditional Middle Eastern flavors with modern confectionery techniques.

In early 2024, a TikTok video by influencer Maria Vehera showcased the unique chocolate bar, amassing over 80 million views and propelling the product into global demand.

Pre-Viral Supply Chain

Limited Production Capacity

Prior to the viral event, production was small-scale, focusing on handcrafted quality with limited daily output. Sales were confined to the Dubai area, primarily through Deliveroo, a local delivery platform, with no infrastructure for cross border delivery.

Lean Fulfillment Structure

Operating on a made-to-order basis, the company maintained low inventory levels to reduce overhead costs. The limited quantities are released at two timeslots (2PM and 5pm) each day. It’s more like the fast and lucky ones got their orders while others had to wait till the next day.

The Impact of Virality on Supply Chain

Exponential Demand Increase

The viral TikTok video led to a surge of international interest, with orders flooding in from around the world. The existing production capacity was insufficient to meet the sudden spike in demand, resulting in stockouts and extended wait times. It was more challenging fulfiling the local orders within Dubai, talkless of cross border orders.

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Emergence of Imitations

Due to the product’s unavailability outside Dubai, numerous confectioners globally began creating their own versions of the pistachio-filled chocolate bar. Imitations varied in quality.

Although the founder, Sarah Hamouda, find this situation flattering, it still shows the markets that Sarah’s brand should have gained with the original Dubai Chocolate Bars.

Supply Chain Adaptation Post-Virality

Limited Fulfillment Expansion – Current Challenges

Despite global demand, Fix Dessert Chocolatier has yet to scale its fulfillment strategy to increase output in Dubai and accommodate cross border orders. People still travel to Dubai just to get the chocolate treat. Several key challenges prevent immediate expansion:

Lack of International Shipping Infrastructure: The brand operates locally in Dubai, with no established global logistics partnerships to handle overseas demand.

Production Constraints: Due to the artisanal nature of the chocolate, scaling manufacturing without compromising quality remains a major hurdle.

Cold Chain & Perishability Concerns: The pistachio and chocolate composition requires temperature-controlled logistics, which adds complexity to international shipping.

Increased Order Backlogs: Demand has significantly outpaced supply, leading to long waitlists and customer frustration.

Strategies to Scale Fulfillment & Go Cross-Border

To capitalize on virality and sustain growth, Fix Dessert Chocolatier must gradually expand its fulfillment capabilities while maintaining product quality and exclusivity. Key steps include:

Partnering with Global Logistics Providers

Third-Party Fulfillment Services: Collaborate with logistics companies specializing in temperature-controlled shipping to manage international deliveries.
Regional Distribution Hubs: Establish centers in key markets to reduce shipping times and costs.

Pre-Order Systems: Implement demand-based fulfillment to manage production and inventory effectively.

Transitioning from a Lean Fulfillment Model to a Hybrid Approach

In-House and Outsourced Production: Maintain artisanal quality for core products while outsourcing non-perishable components to approved partners.

Limited-Edition International Launches: Produce controlled quantities for global markets to maintain exclusivity.

Expanded eCommerce Platforms: Integrate with global online marketplaces to reach a broader audience.

Strengthening Cold Chain Logistics & Packaging Innovations

Advanced Packaging Solutions: Use insulated materials to preserve product integrity during transit.

Regional Cold Storage Facilities: Ensure products remain fresh upon delivery in major markets.

Blockchain-Based Tracking Systems: Monitor shipment conditions and authenticate products.

Combatting Counterfeits with IP Protection & Brand Expansion

International Trademark Registration: Protect the brand from unauthorized reproductions.

Official Certifications and QR Code Authentication: Help consumers identify genuine products.

Exclusive Retail Partnerships: Control distribution channels and maintain brand integrity.

Lessons for Brands Preparing for Virality

Building a Scalable Supply Chain

Flexible Production Systems: Invest in scalable manufacturing processes to adapt to sudden demand increases.

Supplier Diversification: Establish relationships with multiple suppliers to mitigate risks associated with single-source dependencies.

Strengthening Intellectual Property Protections

Trademark Registration: Secure trademarks in key markets to protect the brand from unauthorized reproductions.

Legal Enforcement: Proactively address counterfeit products through legal channels to maintain brand integrity.

Enhancing Fulfillment Infrastructure

Investing in Logistics: Develop robust networks capable of handling international shipping efficiently.

Customer Communication: Create channels for customer feedback and levarge this information to optimize fulfilment.

Conclusion

Dubai’s viral “Can’t Get Knafeh of It” chocolate bar by Fix Dessert Chocolatier exemplifies the immense opportunities and challenges that come with sudden global demand. While virality can catapult a brand to new heights, it also exposes weaknesses in supply chain scalability, fulfillment limitations, and the risks of imitation. Without an immediate international distribution strategy, demand remains unmet, fueling counterfeit products and lost revenue. To sustain momentum, brands must anticipate scalability needs, invest in flexible logistics, and protect their intellectual property. As the Dubai chocolate phenomenon proves, success isn’t just about going viral—it’s about having the infrastructure to support it.

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The Dubai Chocolate Frenzy-Virality, Supply Chain Struggles, and the Copycat Invasion

Introduction

Pre-Viral Supply Chain

Limited Production Capacity

Lean Fulfillment Structure

The Impact of Virality on Supply Chain

Exponential Demand Increase

Route Optimization for Fuel Efficiency

Emergence of Imitations

Supply Chain Adaptation Post-Virality

Limited Fulfillment Expansion – Current Challenges

Strategies to Scale Fulfillment & Go Cross-Border

Lessons for Brands Preparing for Virality

Building a Scalable Supply Chain

Strengthening Intellectual Property Protections

Enhancing Fulfillment Infrastructure

Conclusion

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Table of Contents

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