A new dessert has taken social media by storm: the “Fix Dubaï” chocolate bar. This viral treat, which originated in Dubai, has become one of the most sought-after and expensive candies in the world. Videos of people cracking into the thick chocolate shell have been viewed hundreds of millions of times on TikTok. This has created a massive global demand for the bar. However, it has also left many people wondering why it comes with such a shockingly high price tag.

The Premium, High-Quality Ingredients
The first reason for the high price is the quality of the ingredients inside the bar. The primary filling is a rich and creamy pistachio cream that is made from high-quality pistachios. The other key ingredient is a toasted, shredded pastry called “kadaif” or “kataifi.” This pastry, which is common in Middle Eastern and Mediterranean desserts, gives the bar its signature, satisfying crunch. These are not cheap, mass-market ingredients.
The Hand-Made, Artisanal Process
The Fix Dubaï chocolate bar is not a mass-produced candy bar that is made on a factory assembly line. Each bar is reportedly made by hand in small batches. This artisanal production process is much more labor-intensive and time-consuming than that of a regular chocolate bar. The high price reflects the skilled labor and the careful craftsmanship that goes into making every bar.
The Power of Viral TikTok Hype

The single biggest reason for the high price is the power of social media hype. The bar became a massive, global sensation on TikTok. This created a level of demand that the small, Dubai-based company could never have anticipated. This huge and sudden demand, combined with a very limited supply, is the classic economic recipe for a massive price surge. The bar is expensive because people are willing to pay a high price to be a part of the viral trend.
The High Cost of Importing and Reselling
The final factor in the high price is the cost of getting the bar from Dubai to your local market. Because the official supply is so limited, a huge gray market of resellers has popped up to meet the demand. These resellers have to pay for expensive international air shipping to import the bars. They then add their own significant markup to the price. This is why you might see a single bar being sold for over $50 in the U.S.
The Price of a Viral Moment
The story of the Dubai chocolate bar is a perfect case study in the new economics of the social media age. It shows how a single, unique product can be a global luxury good overnight by the power of a viral trend. The high price of the bar is a direct reflection of its premium ingredients, its artisanal production, and most importantly, its status as a must-have cultural artifact. It is the price of a single, delicious, and very shareable viral moment.
Have you tried the viral Dubai chocolate bar? Do you think it is worth the high price? Let us know your review in the comments!
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