The “original Dubai chocolate” will make its UK debut later this month, via an exclusive pop-up in Harrods.
Fix Dessert Chocolatier, a Dubai-based business co-founded by Sarah Hamouda, is credited with creating the indulgent bars that first inspired TikTok’s viral Dubai-style chocolate trend.
The online phenomenon is thought to have been inspired by Hamouda’s Can’t Get Knafeh of It bar, which contains kadayif pastry, pistachio and tahini paste, enrobed in milk chocolate.
Until now, the tablets have been available only in the UAE, with daily drops released by Fix on Deliveroo, priced at about £14 plus delivery.
Now, working in collaboration with Imagine FMCG, Fix will install a pop-up store in Harrods’ London store from 27 October to 23 November.
While Fix is keeping tight-lipped on the details for now, it has confirmed that visitors to the activation will be able to get their hands on the famous Can’t Get Knafeh of It bar, among other treats.
“Think spectacular chocolate, theatrical moments, and that signature Fix flair – presented with the wonder and exclusivity that only Harrods can conjure,” said Fix.
“This is such a full-circle moment,” said Hamouda.
“Fix has always been about blending cultures; in this instance, my London upbringing and Egyptian roots with Dubai’s unstoppable energy.
“We can’t wait to see how UK customers react when they step into our world,” Hamouda added.
The launch comes after a swathe of retailers and suppliers have been innovating to tap UK shoppers’ appetite for Dubai-style chocolate over recent months.
Lindt was the first major brand to launch its own take on the trend, launching its own Dubai-Style Chocolate (rsp: £10/145g) into selected stores in December, followed by a nationwide grocery rollout in March, when demand for the bars was so high that Waitrose had to impose a two-bar limit per consumer.
However, the novelty soon appeared to wear off for UK shoppers, and Lindt’s bars were “reduced to clear” at £5 in Tesco last month.
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