Without any professional confectionery business experience, Sarah Hamouda from Dubai managed to create a global sensation: the Can’t Get Knafeh of It chocolate bar. It had resulted from experiments in the Hamouda family kitchen. During pregnancy, Sarah first could not resist once again experiencing the taste of her childhood, the Arabic dessert knafeh, and later commercializing the resulting product.
The first few months were difficult: the Hamouda family sold only a single chocolate bar a week. A viral TikTok video changed everything, prompting tens of thousands of orders pouring in to the producers. Today, Dubai chocolate is a global bestseller that has even inspired world industry giants, while Sarah has expanded her company’s staff to 50. Hamouda is against the numerous versions of her chocolate sold by big corporations and takes pleasure in seeing small businesses and artisan producers create their own variations of the Dubai sweet treat.
