Is the Dubai chocolate craze finally over? Popular UK version of the treat ranks among the worst-rated bars on Ocado

Daily Mail​

08-05-2025

Britons' have gone mad for the viral Dubai chocolate in recent times, but the hype might be coming to an end.
Influencers have jetted across the globe to get their hands on the milk chocolate bar, created by Dubai-based Fix Dessert Chocolatier, which is filled with crispy knafeh, pistachio cream, and tahini spread.
It didn't take long for dozens of confectioners to create their versions, with Lidl and Waitrose among the supermarkets flogging alternative takes of the chocolate bar in the UK.
However, Lindt's iteration has met a slew of negative reviews on Ocado, indicating that the buzz might be nearing its end.
The customer insights are so negative that the Lindt's Dubai chocolate is among the worst-rated on Ocado, according to The Grocer.
The Swiss chocolatier introduced the £10 treat in December, which caused such a fierce storm on TikTok that Waitrose imposed a two-bar limit.
In a surprising turn of events, Ocado found that it has largely failed to impress its customer base and achieved a lowly average of 2.8 stars out of five, with one complaining that it's 'not worth the hype or the price'.
The reviews meant Lindt's version ranked lower than Munchies Orange Share Bag, Werther's Original Chocolate Covered Caramels, and Wagon Wheels Original.
Of the 50 customers that ranked the famous product, just 40 per cent said they would recommend it to others.
Writing on the website, one wrote, 'Overpriced and I don't taste enough pistachio in it. Would not buy it again.'
Another said, 'I don't love it... And for a tenner I definitely need to love it. I don't hate it, but it's just nothing special which is a shame as I'm a massive pistachio fan, and there just isn't enough pistachio flavoured products in the UK.
A third wrote, 'Not worth the money. It needs a much thicker layer of pistachio. I didn't really enjoy it, I've had much better.'
A fourth said, 'Don't believe the hype. It was nice, don't get me wrong but not worth the money. I got the same effect by putting M&S pistachio crème on a honey nut shredded wheat. Spend the money on some chocolate baklava instead.
MailOnline has contacted Lindt for comment.
In November, hundreds of shoppers queued up in the rain for hours in the western German city of Aachen to get their hands on the Lindt bar - with only 100 on offer.
The most dedicated fans said they travelled over 4,000 miles to get their hands on the sweet treat.
Ocado users reviewed the viral Lindt Dubai-style chocolate bar - and many were unimpressed with the treat
With their camping chairs and waterproof jackets in hand, customers entering the store were greeted with staff members in white chef outfits and offered a sample of the Dubai style chocolate.
They were then ushered over to buy a single bar bearing a unique number to add an element of exclusivity.
Speaking to the Independent after leaving the Lindt store in Aachen with the bar in hand, Zi Cheng Lai, 23, from Malaysia, said: 'It's a hype, a trend on social media, with people waiting in long lines.
'We want to try it out here and be part of it.'
Elsewhere in Stuttgart, Leon Faehnle told AFP: 'I waited 10 hours. I've been here since midnight just to taste this chocolate.'
Unlike the Ocado reviewers, an influencer called Angelina told her followers on TikTok that the bar was a 'dream'.
The London-based creator said the chocolate featured a swirl design that looked like 'a piece of art painted by Vincent Van Gogh' and was 'creamy milky perfection' that melted in her mouth.
The Dubai style chocolate was created in 2021 by British-Egyptian entrepreneur Sarah Hamouda.
The Dubai-based businesswoman founded Fix Dessert Chocolate as a response to her pregnancy cravings and love of dessert, with 'Fix' standing for 'freaking incredible experience'.
'To be honest, not at any point did I think this was going to become global,' Sarah told CNN.
'It's insane what's been happening,' she added in response to the demand for the 'Can't Get Knafeh of it' bar from people all over the world.
This is certainly apparent over on X, where people are issuing shout-outs to Dubai residents to help them source a bar.
'Whoever is travelling back from Dubai to London could you get me a fix dessert chocolatier chocolate bar cause I'm dying to try it,' wrote one fan.
Another said: 'I need to go to Dubai and try Fix Dessert chocolates immediately.'
And a third wrote: 'I'm gonna buy that fix dessert knafeh flavored chocolate bar once I get back to Dubai.'
For Hamouda, creating Fix has been a labour of love. She said: 'We take a lot of time and effort, and put a lot of love into our bars.