The moment Maria Vehera sank her teeth into a chocolate bar in her car and heard the crispy crunch of pistachio, the internet sat up and paid attention.
In barely 30 seconds, a small Dubai-based chocolatier became a global phenomenon. Vehera’s (unsponsored) video didn’t just go viral with a staggering 130M+ views, it reshaped food retail trends, launched supermarket copycats and caused an actual pistachio shortage. Within a few days, that chocolate bar had a name – Dubai chocolate – and an instant global following.
Relevant Insights
OK, the bar in question, Can’t Get Knafeh of It from FIX Dessert Chocolatier, was no ordinary sweet treat. The way it looked and sounded on camera made it perfect for social media: gooey, crunchy and just messy enough to feel indulgent. People were hooked. So, how did a small dessert shop in the UAE create a product that pressed all the right buttons?
Fluke or formula? Inside the FIX strategy
At first glance, it seemed like the perfect viral fluke. A niche chocolate bar, a lucky influencer post and a sudden surge in global interest. But look closer and it’s clear that FIX didn’t just ride a trend – they engineered one.
Founder Sarah Hamouda and her team embraced the rules of ‘drop culture’. Instead of expanding production to meet demand – the logical market move, you would think – they did the opposite and capped it: only 500 bars a day, released twice daily. This created appointment-style buying behaviour and amplified FOMO. Millions of people couldn’t buy the bar but still posted about it, reviewed supermarket dupes or simply stitched Vehera’s original clip. Scarcity became social currency.
@mariavehera257 @fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own Busicoff," and "Crazy Over Caramel." Order on Instagram Chatfood or Deliveroo and let me know what’s your FIX? Instagram : fixdessertchocolatier #asmr #foodsounds #dubai #dubaidessert ♬ оригинальный звук – mariavehera257
How Irish stores responded
By early 2025, Dubai chocolate had exploded beyond product status to become a cultural reference point. The visual style, layered textures and indulgent fillings began to influence product innovation far beyond its country of origin.
Local retailers were quick to respond. Here in Ireland, SuperValu, Lidl and Aldi introduced their own limited-run chocolate bar with pistachio and biscuit as part of their in-house range. Dunnes Stores later stocked Lindt’s Dubai Style Milk Chocolate Bar which featured pistachio paste and crunchy pastry, echoing the FIX version in both flavour and structure. At €12.50 a pop, it wasn’t a budget bar but it gained plenty of attention, racking up impressive TikTok numbers of its own. A Mullingar chocolatier, Sugar Plum Sweetery, has since been named by many as ‘the most desirable’ version in Ireland, with its Dubai-styled chocolate taking up to a month to deliver at its peak popularity. If something’s worth the wait, you wait.
Food virality isn’t unique to chocolate
The unstoppable rise of Dubai chocolate is part of a broader wave of food trends driven by social media. Viral moments are no longer the exception, they are now the way many products are trying to break into the market.
In 2024, creamy and spicy Buldak Carbonara instant noodles from Korea became a favourite in some Irish kitchens after gaining popularity on TikTok. Online creators put their own spin on the noodles, turning them into pasta bakes and toasted sandwiches (honestly). The product soon made the move from specialty grocers to supermarket shelves, fuelled by the “fire noodle challenge” and other viral trends.
@444.linaa Stop this is so funny 😭😭#fypシ #viral ♬ original sound – Lina🎀
Heinz and Absolut’s vodka pasta sauce followed a similar path. What started as a viral recipe turned into a limited-run collaboration that quickly sold out in Ireland.
Closer to home, Matcha beverages have quietly become one of the most visible trends in Irish café society. Trendy spots like Omma and Urban Health have built entire menus around Matcha lattes and smoothies. And it’s not just about the health angle – the vibrant green colour and calming vibe promised by the drinks have made them the darling of the influencer film set.
What can we learn?
Following the viral success of its original pistachio-and-knafeh bar, FIX Dessert Chocolatier has continued to push the envelope. The company introduced punchy new flavours like ‘Catch me if pecan’ and ‘Time to mango’. Its founder, Sarah Hamouda, who started the business as a side hustle, has turned the business into a multi-million-dollar enterprise, dubbed ‘The Hermes of desserts’.
We can learn a few lessons from this success story:
- Design for the scroll: Visual, textural, ASMR-friendly products outperform static packaging on social platforms
- Scarcity sells: Limited drops and appointment shopping drive FOMO, hype and content
- Trends beat tradition: A TikTok trend can move faster than your marketing calendar so stay agile!
- Emotional backstories matter: Personal storytelling deepens connection, from pregnancy cravings to cultural nostalgia
- Localise global trends: Irish consumers are watching the same trends as everyone else – smart brands localise and respond early
The next big hit could come from anywhere. A cafe kitchen, a snack aisle, someone’s late-night craving. It just needs the right story and the right moment to spread.
At Cullen Communications, we keep a close eye on what moves culture and why. Whether it’s a gooey chocolate bar in Dubai or a trending sauce in Dublin, the same principles apply. If you’re curious how these moments can shape your brand’s story, we’re always up for a chat.
About the author
Zung Tran is a Digital Marketing Manager with Cullen Communications. Zung specialises in performance online advertising, web strategy, and digital innovation.
