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.
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.
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 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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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.
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:
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
Transitioning from a Lean Fulfillment Model to a Hybrid Approach
Strengthening Cold Chain Logistics & Packaging Innovations
Combatting Counterfeits with IP Protection & Brand Expansion
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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