You’ve seen the videos. That distinct, aggressive crunch followed by a slow-motion pour of neon green pistachio cream. It’s the "Dubai Chocolate Bar," and honestly, it’s been inescapable on TikTok for months. Originally created by Fix Dessert Chocolatier in the UAE, this specific combination of toasted kunafa pastry and pistachio butter encased in milk chocolate has sparked a global frenzy. People were literally flying to the Middle East just to try a bite. But then, something weird happened. The trend didn't just stay in high-end boutiques or international airports. It landed right in the middle of the grocery aisle. Specifically, Hy-Vee Dubai chocolate started popping up in the Midwest, and the internet basically lost its mind.
It’s kind of wild when you think about it. A regional grocery chain headquartered in West Des Moines becoming a primary source for a luxury Middle Eastern dessert trend? It's unexpected.
The Mystery of Hy-Vee's Dubai Chocolate Bars
For the uninitiated, the authentic bar is called "Can’t Get Knafeh of It." It’s a very specific texture profile. You have the kunafa (or kataifi), which is a shredded phyllo dough. When you sauté it in butter until it’s golden brown, it turns into these tiny, crispy needles. Mix that with pistachio paste and tahini, and you get a filling that is salty, sweet, and incredibly crunchy.
Hy-Vee entered the chat by producing their own version through their in-store candy departments and "Candy Shoppe" sections. They aren't all identical. Because Hy-Vee operates with a lot of autonomy at the store level, a bar you find in Omaha might look slightly different from one in Des Moines or Kansas City. Some stores use a thick, chunky mold, while others go for a thinner, snappable version.
Is it exactly like the $20 bar from Dubai? Probably not. But for $10 or $15, it's the closest most people are going to get without a passport.
Why the Midwest Went Viral
The fascination with Hy-Vee Dubai chocolate isn't just about the taste. It’s about accessibility. Before this, if you wanted to try the trend, you had to spend $30 on Etsy for a homemade version that might arrive melted, or you had to DIY it yourself—which involves hunting down kataifi at an international market, which isn't always easy in rural Iowa.
When Hy-Vee started stocking these, it democratized the "luxury" experience. You’re grabbing eggs, milk, a rotisserie chicken, and... a viral 1,000-calorie chocolate bar. The contrast is hilarious.
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What Actually Goes Into the Hy-Vee Version?
If you're looking at the ingredients, you have to be specific. Most of these bars are made with a milk chocolate shell. Inside, the star is the toasted kataifi. This is the deal-breaker. If the kataifi isn't toasted enough, it gets soggy from the pistachio butter. If it's toasted too much, it tastes burnt.
- The Crunch Factor: This is the "ASMR" element that made it famous.
- Pistachio Cream: Usually a blend of pistachio paste and white chocolate or sweetened condensed milk.
- Tahini: A crucial, often overlooked ingredient that adds an earthy bitterness to balance the sugar.
- The Shell: Often decorated with colorful cocoa butter splatters to mimic the original Fix aesthetic.
One thing to note: these bars are incredibly rich. Most people can't finish more than a couple of squares in one sitting. It’s heavy. It’s decadent. It’s basically a meal in itself.
Finding the Bar: It's Not Always Guaranteed
Here is the frustrating part. You can't always just walk in and find it. Because these are often made in-house by the pastry or candy teams, they sell out fast. I’ve seen reports of people calling three different Hy-Vee locations just to see if a fresh batch was put out.
Some stores have moved them to the refrigerated section near the floral department or the "H-Vee Perks" kiosks. Others keep them right at the checkout. If you see them, you grab them. That's the rule.
How It Compares to the Original Fix Bar
Let’s be real for a second. The original Fix Dessert Chocolatier bar in Dubai is a handmade, artisanal product with a very high price point. Hy-Vee is a massive supermarket chain.
There are differences.
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The chocolate used in the Dubai original is often a higher percentage of cocoa solids, giving it a deeper flavor. The Hy-Vee version tends to lean into the sweetness of American milk chocolate. Also, the ratio of filling to chocolate can vary wildly at the grocery store level. Sometimes you get a "brick" of chocolate with a tiny sliver of green; other times, it’s bursting at the seams.
However, for a fraction of the price, the Hy-Vee Dubai chocolate holds its own. It hits those specific notes—the crunch, the nuttiness, and the novelty—that people are craving.
The DIY Alternative
If your local store is sold out, people have started buying the components at Hy-Vee to make it themselves.
- Buy the "Krusteaz" or local bakery phyllo dough (if they don't have kataifi).
- Grab a jar of pistachio butter (check the health food aisle).
- Get high-quality melting chocolate.
- Butter. Lots of butter.
It’s messy, but it works.
The Cultural Impact of Grocery Store Trends
It’s fascinating how grocery stores like Hy-Vee, Wegmans, or Publix are becoming the new frontier for food trends. Used to be, trends trickled down from fine dining to casual bistros to fast food. Now, they go from TikTok to the local supermarket in about two weeks.
Hy-Vee has been particularly aggressive with this. They’ve leaned into the "Candy Shoppe" branding to compete with boutique confectioners. By jumping on the Dubai chocolate trend, they aren't just selling candy; they're selling "relevance." They know that Gen Z and Millennials are more likely to visit a store if there's a "treasure hunt" element involved.
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Is It Worth the Hype?
Look, if you hate pistachios, you’re going to hate this. If you don't like textures that feel like "crunchy sand" (in a good way!), you won't get it. But if you’re a fan of high-contrast textures—think KitKats on steroids—then the Hy-Vee Dubai chocolate is genuinely fun.
It’s a maximalist dessert. It’s loud, it’s colorful, and it’s unapologetically caloric.
One thing people get wrong is thinking this is a traditional Middle Eastern dessert. It's not. Kunafa is a traditional dessert, yes, but stuffing it inside a chocolate bar is a modern, social-media-driven invention. It’s a hybrid. A "Franken-dessert." And Hy-Vee has mastered the art of the hybrid.
Pro-Tips for the Best Experience
Don't eat it cold. Seriously. If you get it from a refrigerated case, let it sit on your counter for 15 minutes. If the chocolate is too cold, you won't taste the nuance of the pistachio. You want that filling to be slightly soft so the kunafa can really shine.
Also, pair it with something bitter. A black coffee or a strong espresso. The sugar content in these bars is through the roof, and you need something to cut through the fat of the pistachio butter.
Moving Forward With Your Chocolate Hunt
If you’re planning to track down the Hy-Vee Dubai chocolate, your best bet is to check the "Bakery" or "Candy" social media pages for your specific local store. Many store managers post when they have a fresh shipment or a new batch ready.
Actionable Next Steps
- Call Ahead: Don't waste gas. Ask for the "Candy Department" and specifically mention the "Pistachio Kunafa Bar."
- Check the Dates: Since these contain fresh butter-sautéed pastry, they have a shorter shelf life than a standard Hershey's bar. Look for the freshest "packaged on" date.
- Limit Your Intake: These are exceptionally rich; start with one square to avoid a massive sugar crash.
- Explore the Aisles: If they’re out, look for the ingredients in the international and baking aisles to try a "deconstructed" version at home.
The trend might eventually fade, as all viral foods do, but for now, the Midwest's obsession with this Middle Eastern-inspired treat shows no signs of slowing down. It’s a testament to how small the world has become—where a snack from a small shop in Dubai can become the most talked-about item in a grocery store in Nebraska.