Tag #Knafeh

What is the global impact of a viral TikTok video on the sales and distribution of a niche food product, like the Dubai chocolate bar?

A Dubai-based chocolatier's Knafeh-inspired chocolate bar, initially sold only in the UAE, has gone viral on TikTok, leading to a surge in demand and the creation of copycat versions in UK supermarkets like Lidl and Waitrose. The original bar, priced at approximately £15, is handmade with premium ingredients and limited to 500 orders daily, while imitations sell for significantly less. This unexpected success story highlights the power of social media marketing and the global reach of niche food trends.