Record-breaking passenger traffic at Dubai International Airport (DXB) in April 2025 came with a sweet footnote: tourists were spending Dhs1 million a day on a single item — the viral Dubai chocolate bar from FIX Dessert Chocolatiers.
Dhs28 Million in One Month
Dubai Duty Free confirmed the pistachio kunafa chocolate bar generated more than Dhs28 million in sales during April 2025, accounting for over 4 per cent of total monthly sales, which reached Dhs713 million. The milestone made it the airport's single hottest-selling product, buoyed by a surge in travel coinciding with Eid Al Fitr, Easter, and the Arabian Travel Market.
What Makes the Dubai Chocolate Bar So Special
The treat features a rich pistachio cream and shredded kunafa filling encased in a chocolate shell — a combination so visually striking it practically demands a TikTok video. One early clip has since racked up over 90 million views, and the wave of food content across Instagram and TikTok continues to drive global demand.
The bar was created by FIX Dessert Chocolatiers, a Dubai-based brand founded in 2021 by Sarah Hamouda and Yezen Alani. Its signature flavour, "Can't Get Knafeh of It," launched the brand into international fame virtually overnight.
Exclusive and Hard to Get
Despite the global hype, the original Dubai chocolate bar from FIX Dessert Chocolatiers remains exclusively available through Deliveroo in Dubai and Abu Dhabi. A pop-up kiosk operated briefly in Terminal 3 at DXB before the Eid rush forced it to close, leaving many visitors scrambling.
The scarcity has only deepened its cult status. A wave of imitators has flooded the market worldwide, but travellers continue to seek out the original.
A Modern Dubai Souvenir
Expedia's travel experts reported in 2024 that tourists were flying to Dubai specifically to try the dessert — placing the bar second only to Japanese candy in a global survey of foods people will travel for, with 17 per cent of international travellers saying they would visit the UAE just for the chocolate.
At DXB, the Dubai chocolate bar has taken its place alongside luxury perfumes, gold, and exclusive beverages as a must-buy souvenir. As Dubai Duty Free continues to break records, FIX's creation has evolved from a viral snack into a defining piece of the Dubai experience itself.
