DIVE IN

Let’s dive into the curious case of knafeh chocolate, which has taken social media and dessert circles by storm. First things first: I’ll admit, I haven’t tasted this viral treat myself. And let’s be honest—while “knafeh chocolate” might sound glamorous, the reality might not appeal to everyone, especially those of us who avoid anything with that dreaded “moist” quality (yes, that word). But I can’t ignore the reality—three calls a day asking for this elusive “knafeh chocolate.” So, what makes it so popular, and why is it coming up in my life more than chocolate truffles?

Fix Dessert Chocolatier: The Innovator of Knafeh Chocolate

The knafeh chocolate phenomenon hails from Dubai, courtesy of Fix Dessert Chocolatier. Known for their eye-catching and downright decadent creations, Fix isn’t just your average chocolate shop. They specialize in Hero Bars, which sound a bit like the superheroes of the chocolate world—filled with surprising, indulgent ingredients that don’t traditionally go together but somehow work. They have versions stuffed with donuts, pistachios, caramel, and yes, the famed “Can’t Get Khanafed of It” chocolate bar.

Fix’s “knafeh chocolate bar” marries the beloved Middle Eastern knafeh with creamy milk chocolate, and that’s where the magic lies. The filling includes crispy knafeh, pistachios, and a drizzle of tahini, all wrapped in smooth chocolate. The balance of textures and flavours—rich, nutty, sweet, and floral—has captivated fans globally. And let’s face it, the combination is intriguing, especially if you’re a fan of Middle Eastern sweets.

What is Knafeh, Anyway?

Knafeh (also kanafeh) is a centuries-old Middle Eastern dessert. Traditionally, it’s made with a stretchy, soft cheese base that’s topped with crispy kataifi dough (imagine thin, shredded phyllo) and then drenched in a syrup infused with orange blossom or rose water. The result? A heavenly balance of crunchy, creamy, and that wonderful hint of floral sweetness, made even better by a sprinkling of chopped pistachios.

But if you’re like me and find the concept of cheese and chocolate a bit…odd, you’re not alone. I mean, combining “moist” cheese with chocolate is a bold move, right? Yet, for many, the adventurous combination is simply irresistible, hence the wave of interest and social media buzz.

Why Knafeh Chocolate Has Gone Viral (And South Africa’s Love for It)

So, why are South Africans going wild for knafeh chocolate? It’s likely a mix of novelty and our love for anything sweet and shareable. Social media platforms, especially TikTok and Instagram, have amplified its allure with aesthetic shots of these thick, ooey-gooey bars being sliced open to reveal layers of sweet knafeh goodness. And with knafeh chocolate being relatively rare outside of Dubai, there’s a touch of exclusivity about it. It’s the kind of thing you can brag about trying or post for major foodie street cred.

For now, if you want to try knafeh chocolate, you’ll either need to get to Dubai or try ordering through Fix Dessert Chocolatier’s online store. There are also DIY versions popping up on social media if you’re brave enough to combine shredded phyllo, cheese, and chocolate at home.

So, to all the knafeh-curious (or knafeh-obsessed) friends out there—let’s see if this moist marvel finds a permanent home on South Africa’s dessert menu, or if it remains a Dubai exclusive for the foreseeable future. And at a price tag of R421.74. per bar, I think Dubai is where it will remain.