FIX Chocolate Reopens at Dubai Airport Amid Eid Travel Surge
FIX Dessert Chocolatier, the confectionery brand that ignited a global craze with its knafeh-and-pistachio-filled bars, has reinstated its pop-up at Dubai International Airport's Terminal 3. The reopening coincides with the Eid Al Adha travel season, offering departing passengers a chance to purchase the sought-after treats without the usual online scramble.
The brand, founded by British-Egyptian engineer Sarah Hamouda in 2021, gained international fame through social media platforms, particularly TikTok. A video by influencer Maria Vehera showcasing the bar's vibrant green pistachio filling and crunchy texture garnered over 100 million views, propelling the product into global demand. The signature bar, aptly named 'Can't Get Knafeh of It,' combines milk chocolate with a filling of pistachio cream, tahini, and crispy knafeh, a traditional Middle Eastern dessert.
Previously, FIX bars were available exclusively through limited daily drops on Deliveroo in Dubai and Abu Dhabi, often selling out within minutes. The airport pop-up provides travelers with a rare opportunity to purchase the bars directly, bypassing the online rush. The return to Dubai Duty Free follows a successful initial stint earlier this year, which saw overwhelming demand and extended stays to accommodate eager customers.
The resurgence of FIX at the airport aligns with a broader trend of Middle Eastern flavors gaining popularity in global confectionery markets. The unique combination of textures and flavors in FIX bars has not only captivated consumers but also inspired numerous imitations and adaptations by other brands worldwide. Despite the emergence of copycat products, FIX maintains its exclusivity by limiting sales to specific times and locations, enhancing its allure.
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