If you thought the Dubai style chocolate craze was over, think again.
Fix Chocolate, the brand that’s widely credited with starting the trend, has just landed in the UK for the first time ever and people are gobbling it up.
The Dubai-based company is running a pop-up in Harrods throughout November, selling their OG ‘Can’t Get Knafeh of It’ bar, as well as a selection of other filled chocolate bars for £25 a pop.
But the price isn’t putting shoppers off, with people revealing on TikTok they’d queued for more than an hour to snap up the sweet treats without batting an eyelid.
Are they worth the money? I got my hands on two Fix bars and put them to the test. Here’s my honest verdict…
I have to preface this by saying I’ve never understood the Dubai chocolate hype. I thought it was ridiculous.
As a food writer, I’ve tried several of the pistachio and knafeh products sold in supermarkets – from the Lindt one to the Aldi version – but have always been underwhelmed by them, finding the flavour too earthy and savoury and entirely not sweet enough to satisfy my sweet tooth.
So I didn’t exactly have high expectations for this and I was instantly turned off by it being more than triple the price of others available here.
What are you getting for that price? Pistachio and tahini paste is mixed with knafeh pastry pieces, then all wrapped in milk chocolate, with a striking colourful splatter design on the top.
It looks a bit like something you’d see being flogged at a makers market with the word ‘artisan’ displayed in a big, bold font on the packaging. (The seller would undoubtedly also be charging £25 for it too…)
Looks aside, the Can’t Get Knafeh of It bar smells great when you first open it. You’re hit with a waft of rich chocolate and pistachio.
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Trying to pick it up is a little tricky though, as there’s so much filling stuffed inside that the bar is super soft.
As for the taste? I’m afraid I’m going to have to eat my words. I LOVED it.
You can tell the chocolate that’s been used is a good quality milk chocolate, it’s sweet and creamy and the flavour still comes through even with so much filling.
I’d have never guessed the paste inside contained tahini, as pistachio is the dominant flavour, but it’s not too nutty. The whole thing had just the right level of sweetness for me, which the other Dubai bars have been missing.
I’m also utterly obsessed with the juxtaposition of textures, thanks to the soft paste and the crunchy pastry. It’s just quite fun to eat, really.
I devoured half of this in one sitting but could have easily polished off the lot, so I think it’s safe to say I get why it went so viral now.
I also tried a Milk Chocolate and Pretzel bar from Fix, which contains a pretzel cream, pretzel pieces and some caramel.
Going into the taste test I’d thought this would be the standout option, but honestly, it paled in comparison to the OG.
On first bite, the caramel flavour was giving Biscoff, and considering there’s already an epic Biscoff chocolate bar in existence for £3, I wasn’t impressed by this.
The more I ate though, the more the saltiness of the pretzel came through, making it less comparable to the popular biscuit. I’d say it’s actually closer to the experience of eating a Reese’s Peanut Butter Cup because of the consistency.
Overall the pretzel chocolate was just fine, not something I’d ever be willing to pay £25 for though – if you’re tempted by this bar, I’d say go for the M&S Big Daddy instead. It’s cheaper (£7) and just a bit more interesting.
The Dubai style bar was the clear winner here, but I can’t get over the cost of that one either.
I’m not convinced any chocolate bar is ever going to be worth £25, no matter how great it may taste. But that’s just me. I certainly wouldn’t judge anyone for buying it though – I’m no stranger to the lure of a limited-edition item. A little bit of novelty keeps life exciting.
So if you want to spend your hard-earned cash on it, you do you hun and be sure to let me know in the comments what you thought of the chocolate.
Fix Chocolate is available to buy at Harrods until November 23.
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