You don’t just accidentally create a £15 chocolate bar that sells out in minutes. But for Sarah Hamouda, what started as a simple pregnancy craving in Dubai turned into one of the most hyped sweet treats on TikTok—"Can’t Get Knafeh of It."
It all began when Sarah, pregnant and living in Dubai, found herself longing for the sweet, crunchy, pistachio-packed flavors of Knafeh—a Middle Eastern dessert beloved for its rich texture and nostalgic warmth. But instead of simply satisfying her craving, Sarah and her husband went one step further. They wrapped the essence of Knafeh into a chocolate bar. The result? A handmade, fridge-kept delicacy with layers of silky chocolate, crispy kataifi pastry, and vibrant pistachio.
They shared it online, and TikTok did the rest.
Within weeks, "Can’t Get Knafeh of It" was everywhere. Food influencers posted unwrapping videos with ASMR-worthy crunch. Fans queued online and in person. The bar’s mystique grew: handmade in limited batches, sold for just two hours a day, and always gone in minutes. The scarcity only made it more desirable.
Soon, people began dubbing it “Dubai chocolate.” The hype crossed borders—making its way to UK shelves in Lidl and Waitrose, and even behind the tills in local corner shops. And while the price tag of £15 raised eyebrows, loyal fans insisted it was worth every bite.
But success comes with its shadows. Knockoffs—selling for £4.99—began to flood the market. Sarah calls them “frustrating,” pointing out that they’re missing the soul of the original: the craftsmanship, the heritage, the tradition.
What makes this chocolate bar more than just a snack is its story. It's a blend of nostalgia, culture, and content creation. Texture meets TikTok. Craving becomes craze. And behind it all is a woman who turned a personal moment into a global movement—one handmade bar at a time.
So no, you don’t just stumble into a viral chocolate empire. But if you’re Sarah Hamouda, you build one—layer by crunchy, pistachio-studded layer.
