This pistachio-filled delicacy, inspired by the Middle Eastern knafeh dessert, gained international fame through TikTok, where influencers raved about its unique flavour and the simultaneously creamy and crunchy texture. Originally created by Fix Dessert Chocolatier in 2021, the sweet is handmade, and can only be purchased in the United Arab States.

Sara Hamouda, founder of the Dubai-based store, stated she made the bar out of a desire to eat Knafeh, containing the kadayif pastry which she combined with pistachio cream filling, crunchy bits of kataifi, and a milk chocolate coating.

The craze began in 2023 when American influencer Maria Vehera posted a video on the social network TikTok tasting a chocolate that she considered a “work of art”, amassing over 85 million views and igniting a global frenzy. Dubbed the “Can’t Get Knafeh Of It” bar, Hamouda’s original Dubai Chocolate has a relatively hefty price tag of AED68.25 (€17.20), associated with its method of production and premium ingredients, such as Belgian or Swiss milk chocolate.

Portugal, like many other countries, saw an immediate surge in demand, with eager consumers rushing to stores to secure a taste of the coveted treat. From high-end chocolatiers to supermarket private labels, numerous alternatives have appeared on the market, hoping to satisfy consumers who were unable to buy the original.

Retailers across the country have struggled to maintain stock, reporting long queues before stores opened, and new shipments disappearing from shelves in minutes. Apolonia supermarkets were the first to receive the chocolate on March 18, selling their 100g Madame Chéri bar with a P.V.P of €8.95, but will soon have other versions available.

On March 20, Lidl introduced a version under its premium brand J.D Gross at 122g for €4.99, and saw its inventory wiped out almost instantly. According to the German chain, the number of units is limited to existing stock and will not be permanently available in Lidl Portugal stores.

Pingo Doce also created its own “Chocolate Dubai Delicadore”, presented as an exclusive novelty at €2.99 in 70-gram packages, with a limit of two units per customer. But the first to launch its own version in the country was the Swiss chocolate shop Lindt on March 10, which saw all the units put on sale in the Lisbon store vanish in just 40 minutes.

As demand quickly outpaces supply, online orders have skyrocketed, with Fix Dessert Chocolatier reportedly receiving 100 orders per minute, whereas it was only receiving six or seven per day. However, many consumers have turned to online resale platforms such as OLX and Vinted, where the chocolate is being sold for up to €80 per bar, which far exceeds its retail price.