From Dubai to Lidl: How one woman's pregnancy craving launched a craze

In the vibrant city of Dubai, a unique chocolate bar has taken the world by storm. This chocolate bar, known as 'Can't Get Knafeh of It,' is not just any ordinary treat; it features a rich pistachio filling and is inspired by a beloved Middle Eastern dessert called Knafeh. The creators of this delightful chocolate are Yezen Alani and Sarah Hamouda, a husband-and-wife team who started their chocolate business after Sarah experienced a strong craving for these flavors during her pregnancy. They began developing the chocolate bar in 2022, and it quickly gained immense popularity, especially on social media platforms like TikTok.

The chocolate bar is visually stunning, with its vibrant green and orange colors and a unique texture that makes it stand out. It is made with a combination of chocolate, pistachio, and tahini, all wrapped in a layer of crispy filo pastry. The bar is so popular that it is only available for purchase for a limited time each day, often selling out within minutes. As a result, many other brands have started creating their own versions of 'Dubai chocolate,' which has led to some frustration for Yezen and Sarah, as they feel these imitations do not capture the essence of their original creation.

The success of the 'Can't Get Knafeh of It' bar can be attributed to its exclusivity and the power of social media. A viral video showcasing the chocolate bar has garnered millions of views, further fueling its popularity. The couple has worked tirelessly to ensure that their product remains unique, using high-quality ingredients and maintaining a handmade approach. Despite the challenges they have faced, including balancing their business with family life, Yezen and Sarah are proud of their journey and the joy their chocolate brings to people around the world.