A fusion of Middle Eastern tradition and modern confectionery is captivating taste buds globally. Fixed Dessert Chocolatier, a Dubai-based artisanal brand, has launched a knafeh-inspired chocolate that has quickly become a worldwide sensation.
Blending the crispy, buttery essence of knafeh with the rich decadence of premium chocolate, this innovative treat is redefining dessert culture. Sarah Hamouda, a 38-year-old British-Egyptian entrepreneur and founder of Fixed Dessert Chocolatier, is at the heart of this confectionery revolution. Known for her ability to infuse traditional Arabic flavors into contemporary sweets, Hamouda has spent years perfecting her signature creations.
Her latest innovation, Knafeh Chocolate Delight, has taken both local and international markets by storm, with sales exceeding all expectations.
Since its launch in late 2024, the knafeh chocolate has recorded over 500,000 units sold globally within the first three months. With a steady growth trajectory, Fixed Dessert Chocolatier projects sales to reach 1.5 million by the end of 2025. This success is attributed to both its unique flavor profile and the power of social media marketing, which has propelled the product into virality.
Retailers in Dubai, London, New York, and Paris have struggled to keep shelves stocked, as demand has outpaced supply. The company has now expanded its production facility in Dubai to double its output, ensuring a steady supply for chocolate lovers around the world.
What Makes It Special?
Knafeh, a beloved Middle Eastern dessert, is typically made with shredded phyllo dough, sweet cheese, and a fragrant sugar syrup. Hamouda’s Knafeh Chocolate Delight encapsulates these flavors by using caramelized filo crisps, infused with orange blossom and rose water, encased in a 70% dark chocolate shell. The result is a harmonious balance of crunch, creaminess, and deep cocoa richness, further enhanced by a vibrant green pistachio garnish that adds both color and a nutty depth to the treat.
“People are looking for something different,” says Hamouda. “They want indulgence, but they also want nostalgia. Our knafeh chocolate is a bridge between heritage and modern luxury.”
Social media has played a crucial role in the product’s rise. Viral TikTok videos showcasing the crunchy, gooey texture of the chocolate have amassed over 50 million views, while Instagram influencers and food bloggers continue to rave about the treat.
International celebrities and renowned chefs have also endorsed the product. Michelin-starred pastry chef Pierre Leclerc called it “a game-changer in the gourmet chocolate industry,” while Hollywood star Emma Watson shared it as her “favorite indulgence” in a recent interview.
Following this unprecedented success, Hamouda is already working on expanding her knafeh chocolate line. She has hinted at a white chocolate pistachio variant and even a vegan version to cater to a broader audience. Additionally, Fixed Dessert Chocolatier is set to launch limited-edition flavors inspired by other Arabic sweets, including baklava and maamoul.
To meet growing demand, the company is partnering with major luxury department stores, such as Harrods in London and Galleries Lafayette in Paris. There are also discussions about launching in Japan and South Korea, where there’s a growing appreciation for unique, cross-cultural confections.
As Fixed Dessert Chocolatier continues to push boundaries, the knafeh chocolate craze shows no sign of slowing down. With its perfect blend of tradition and innovation, it’s clear that this Dubai-born delicacy has carved a permanent spot in the world of luxury confections.
If you haven’t tried it yet, you might just be missing out on the sweetest revolution of the year.
