It’s the kind of chocolate bar that could have Grandpa Joe springing out of bed.

The Dubai chocolate bar is a viral sensation initially created by FIX Dessert Chocolatier in Dubai. It’s taken the culinary world by storm after going viral on social media platforms like TikTok.

This unique sweet treat combines sweet pistachio cream with a crispy crunchy Middle Eastern phyllo dough called “kataifi.”  The indulgent chocolate bar’s unique combination of textures and flavors has made it a global sensation.

Since going viral, countless creators and businesses worldwide have attempted to recreate the iconic dessert, including chocolatiers and dessert makers right here in Denver.

What is the Dubai Chocolate Bar?

As previously mentioned, the viral Dubai chocolate bar (also sometimes referred to as a ‘knafeh’ chocolate bar) was originally popularized by FIX Dessert Chocolatier. The original is only available in Dubai, but because FIX does not ship, other chocolatiers around the world have scrambled to replicate it.

The bar’s appeal lies in its filling of toasted kataifi, a Middle Eastern shredded phyllo dough, combined with pistachio cream. Kataifi is browned in butter, giving it a crispy texture, and is mixed with pistachio cream, which is often sweetened with sugar or honey. The filling is encased in a shell of milk, dark, or white chocolate, resulting in a dessert that is crunchy, sweet, and salty all at once.

Videos online showing the dramatic “snap” of the bar when broken, revealing the vibrant green filling, have fueled the hype. The ASMR-like crunch of the kataifi adds to its allure. The chocolate bar is sometimes referred to as a “knafeh” or “kunafa” chocolate bar due to its similarity to knafeh, another Middle Eastern dessert that is made with kataifi.

Where to Find the Dubai Bar in Denver

In Denver, a few small businesses have emerged as frontrunners in recreating the viral dessert.

Reem’s Bakery (2418 S Colorado Blvd, Denver, Colo.) is well-known for its Middle Eastern desserts like baklava and pistachio rolls, making the Dubai chocolate bar a natural addition to its menu.

Started as a partnership between Moroccan owner Bouchra Benlaghlid and Syrian chef Emad Allouf, Reem’s makes all their chocolate bars by hand with artisan ingredients, including the pistachio cream, which is made in-house.

“We wanted to do something people love and know, and chocolate was the perfect way to introduce more customers to our baklava,” Benlaghlid told The Denver Gazette.

While other dessert makers have expressed difficulty in sourcing the kataifi, Reem’s also has the means to make the phyllo dough from scratch, which has made the new product’s rollout seamless, according to Benlaghlid.

The bakery in University Hills sells a $25 version of the chocolate bar, which is larger than some other versions and available in a range of colorful designs.

Colorado Cocoa Pod (found online at https://coloradococoapod.com/), founded by Liane Pensack-Rinehart in 2019, offers artisan chocolates featuring Asian-inspired flavors. Pensack-Rinehart, a former software engineer, discovered her passion for chocolate during pastry school at Johnson & Wales Denver. She launched her business after an internship at a chocolate shop, focusing on creating unique, high-quality treats.

Her passion for crafting high-quality, artisan chocolates led her to start the business full-time in 2021, following her mother’s passing. Specializing in Asian-inspired flavors, she sells her chocolates primarily through pop-up events, online orders, and select stores.

Colorado Cocoa Pod also has select products available at Hearth & Seoul Herbal Shop, 3748 Tejon St., Denver, Colo. Pensack-Rinehart’s mission is to introduce customers to better quality chocolate, free from fillers and made with ethically sourced ingredients.

“If (the Dubai chocolate bar) gets people to learn more about artisan, craft chocolate instead of bad, grocery store chocolate, then I call that a win,” she said.

Lastly, another version of the viral chocolate bar is offered at CôNu’s Corner Café, 4400 W. 29th Ave, Denver, Colo.

TC Nguyen-Vu, another Denver-based creator, began selling her version at CôNu’s, offering it in milk, dark, and white chocolate versions for $35 each. Like Reem’s, CôNu’s offers a hefty helping of chocolate, despite the price.

Additionally, the Vietnamese market and café offers other Instagram and TikTok-friendly culinary fare, including one of the best Bánh Mì sandwiches in Denver, as well as creamy Vietnamese egg coffee.

According to some users on social media, some Rocky Mountain Chocolate Factory locations are said to carry the Dubai chocolate bar. The Denver Gazette visited both locations in downtown Denver, which did not carry it. A representative of Rocky Mountain Chocolate Factory explained that the businesses are individually operated franchisees, so call ahead to check if a location near you has it.

The Dubai Chocolate Bar’s impact on business

Millions of views on social media have translated to hundreds of orders and corresponding profits as reported by Business Insider and other outlets. Fix Dessert Chocolatier, the original maker of the bar, has seen a massive increase in orders with founder Sarah Hamouda noting that they went from receiving six to seven orders a day to over 500 daily orders.

The business owners we spoke with in Denver echoed similar enthusiasm from customers since rolling out the new product.

“We feel like the American people love chocolate. The idea helped us keep people coming back,” said Benlaghlid of Reem’s Bakery. “It’s really helped with return customers a lot.”

Colorado Cocoa Pod has experienced a similar boost.

“It has boosted my business a bit,” said Pensack-Rinehart. “Most of the people who come to my popups specifically asking for the viral Dubai Pistachio Bar are repeat customers who saw that I now offer it. I have had a few new customers stop by asking for the ‘Viral Bar’ because they saw a foodie influencer post about it, or they found me on Instagram saying I now have it.”

Pensack-Rinehart added one disclaimer, however, saying: “It hasn’t been so popular that I’ve sold out of my bars.”

Is the Dubai Chocolate Bar worth the price?

Priced between $25 and $35, the Dubai Bar is undeniably a luxury dessert, but those who’ve tasted it insist it’s worth every penny. The rich, decadent flavors, coupled with the unique textures and visual appeal, make the Dubai Bar a must-try indulgence. From the crisp snap of the chocolate to the vibrant green pistachio filling and the delicate crunch of kataifi, each element offers a memorable experience, one that dessert enthusiasts are more than willing to splurge on.

Despite its premium price, the substantial one-pound bars from Reem’s and CôNu’s easily serve 4-6 people, making them perfect for special occasions. As the trend for the Dubai Bar continues to grow, more chocolatiers are expected to craft their interpretations of this viral treat. Denver locals are lucky to have access to these artisanal versions, bringing a slice of this Middle Eastern-inspired delicacy right to their doorstep.

Blending culinary artistry with ethically sourced ingredients, the Dubai Bar has established itself as a beloved fixture in the city’s dessert scene, promising to leave a lasting impression on anyone who tries it.