We’ll show you how to get your hands on this viral dessert with its crunchy filling, why virtual queues form for it, and how to avoid falling for fakes.
If you’ve been scrolling through TikTok or Instagram lately, you’ve probably heard that sound, the mouthwatering crunch of a thick chocolate bar snapping open to reveal a juicy filling. That’s FIX, the Dubai-based dessert that has transformed from a home hobby into a global sensation. Forget magnets: the ultimate souvenir from Dubai is now FIX chocolate. And buying it has turned into a real quest, reflecting the spirit of the modern emirate-innovative, luxurious, and trendsetting. Batches sell out in minutes, and tasting videos rack up hundreds of millions of views, turning an ordinary purchase into an exclusive event. This guide is your treasure map. We’ll tell you everything about FIX chocolate: what makes its flavor so special, how it took social media by storm, and most importantly, how to complete the quest to buy it and guarantee that you hear that signature crunch for yourself.
The anatomy of FIX: How knafeh and TikTok created a dessert legend
The Sarah Hamouda phenomenon: no budget, just word of mouth
It all began in 2021 in the kitchen of British-Egyptian entrepreneur Sarah Hamouda. Initially, it was a small home-based operation created without any marketing budget. The brand grew organically, driven by product quality and word of mouth. A turning point came in late 2023 when a video by a local food blogger went viral, transforming a niche dessert into a must-have for foodies worldwide. This story is a striking example of how authenticity and a unique product can achieve global fame without traditional advertising.
The secret of flavor: the perfect balance of east and west
The brand's main hit and signature product is a bar called "Can't Get Knafeh Of It." Imagine smooth milk chocolate that emits that famous crunch when broken. Inside lies an incredible combination of textures: crispy toasted knafeh vermicelli generously mixed with a delicate cream made from pistachios and tahini. It is this contrast, between smooth chocolate and bold crunch, that has driven foodies around the world wild.
What is knafeh? Secret ingredient: The key to FIX's famous crunch is knafeh (or kataifi), the thinnest strands of dough popular in Middle Eastern desserts. After frying, they transform into a crispy base that perfectly contrasts with the tender chocolate and creamy filling. It is this combination that makes the taste of FIX so unforgettable.
For those who want more, the brand also offers other flavors, such as "Salted Caramel Crunch" or "Cheesecake Delight."
Mission possible: How to buy the coveted FIX bar
Buying FIX is not just about walking into a store. It’s a real digital hunt that adds value to an already desirable dessert. Here's how to succeed in it.
Important note: Prices and the start time of sales are current at the time of publication and may change. We recommend checking for up-to-date information in the apps directly before making a purchase.
Official sales channels: where to "hunt" for the chocolate
Remember: you can only purchase original FIX chocolate in two ways. Any other offers should raise red flags.
- Delivery apps: Deliveroo and Careem. This is the main and most popular way to buy.
- Exclusive offline outlet: A special kiosk in Terminal 3 of Dubai International Airport (DXB).
The cost of a single 200-gram bar is around 68 AED, positioning the product in the "affordable luxury" segment.
Step-by-step action plan: a guide for the hunter
The process requires preparation and speed. Follow this simple algorithm to increase your chances of success.
1. Prepare to start. Don’t just download the app (Deliveroo or Careem); complete the full registration and link a card. Every second counts.
2. Sync your watch. Sales start at a strictly defined time (usually at 14:00 and 17:00). Set an alarm 5 minutes before the start to be fully ready.
3. Don’t refresh-search. Don’t wait for the product to appear on the main page by itself. A few minutes before the start, head straight to the FIX store page and refresh that page specifically.
4. First the cart, then the deliberation. See a product in stock? Don’t linger over the images. Add it to the cart immediately and proceed to checkout. You can decide on a second flavor once you’ve already received the first.
5. Expect delivery: The courier will deliver your order within an hour (delivery operates within Dubai and Abu Dhabi).
Planning your chocolate hunt: Tips and warnings
Tips for a successful purchase and perfect tasting
Now, here are a few subtleties that distinguish a successful hunter from a disappointed tourist. The main rule of this game is speed. Make sure you have a stable internet connection and that your payment card is already linked, so you don’t lose precious seconds. If your budget allows, go straight for the six-piece tile set, it’s not only more cost-effective but also your only chance to sample other equally intriguing flavors. Once you’ve claimed your prize, don’t rush. To fully unlock the flavor profile, brew a cup of black coffee without sugar: its bitterness perfectly balances the sweetness and highlights the nutty-sesame notes. If your online hunt falls through, don’t despair-you have a Plan B. Your last chance is the kiosk in Terminal 3 at DXB Airport, the perfect spot to grab an edible souvenir right before your flight. And remember about proper storage: the famous crunch lasts only in the refrigerator and no longer than three days. This isn’t the kind of souvenir you can bring to your aunt in Saratov two weeks later.
Beware of counterfeits: how to avoid falling victim to scammers
High demand and scarcity have inevitably given rise to a “gray” market. It’s crucial to buy the chocolate only through official channels to avoid spoiling your experience and wasting your money.
Warning: where NOT to buy FIX chocolate: The only official sellers are the Deliveroo and Careem apps and the outlet at DXB Airport. Any offers on marketplaces, in souvenir shops, or from private individuals on social media are either counterfeit or resold in violation of proper storage conditions. You risk not only overpaying but also receiving a product that lacks that famous crunch.
When you buy from unofficial sellers, you risk getting a counterfeit with a different composition or an authentic product that has lost its crunchy texture due to improper storage at room temperature.
The hunter’s verdict: Is FIX worth its fame?
When you buy FIX, you’re not just buying chocolate-you’re buying a story: the story of standing in a virtual queue, refreshing the app, and finally hearing that iconic crunch. This is the ultimate souvenir from modern Dubai—not a physical item, but an experience. But is this “hunt” right for you?
Who will enjoy this hunt?
This adventure is for you if you’re a foodie enthusiast, a collector of gastronomic experiences, or an active social media user in search of “that one” piece of content. For you, the process of chasing after this scarce product will be just as exciting as the tasting itself. It’s an opportunity to connect with a global trend and gain a unique experience.
Who should choose a different souvenir?
You might want to opt for something else if you’re a tourist with a very tight schedule who isn’t willing to adjust to the exact timing of the sales launch. This chocolate is also not suitable as a souvenir for long-distance transport due to its short shelf life. If you don’t enjoy online quests or aren’t prepared for the possibility of failure in a “digital hunt,” it’s better to consider other, more readily available Dubai sweets.
Ultimately, the pursuit of a FIX isn’t about satisfying hunger-it’s about the thrill, about possessing something elusive, about a story you’ll tell your friends with far more enthusiasm than you’d tell them about yet another museum visit. So the real question isn’t whether it’s worth the money. It’s whether you’re ready to accept the challenge and embark on Dubai’s most exhilarating hunt.
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