Savvy Surjeet Notay has put his own stamp on a viral sensation coined the ‘Dubai Chocolate Bar’.
The viral treat took the internet by storm over the summer and is inspired by a Middle Eastern dessert called Knafeh, which is made with kataifi, attar, layers of cheese, pistachios, cream, and other fillings.
@piamuehlenbeck We tried the pistachio knafeh chocolate from @Fix Dessert Chocolatier and omg it’s amazing. It’s pretty expensive though and you can only order it at 5pm each day on deliveroo and it sells out within minutes. But if you get the chance to try it, it’s well worth taste testing. It’s like nothing I’ve ever tasted In my life. It costs 385 dirhams (around 100$) for 6 flavours: Can't get knafeh of it Pick up a pretzel Mind your own biscoff Butter to be safe than salty Cereously chewsy You karak me up #chocolate #dubaichocolate #tastetest #pistachio #knafeh #dubai ♬ original sound - Pia Muehlenbeck
When it became popular on TikTok, the viral treat was originally only available overseas. Surjeet mentioned that he has stocked this in demand item for a long time and “was one of the first retailers to sell it” in the UK.
Launching today, Surjeet has revealed the launch of Notay’s Knafeh Crunch Chocolate Bar. A 200g milk chocolate bar filled with crispy knafeh and pistachios, priced at £10.
Speaking to Convenience Store, Surjeet explained how it came about.
“We were fortunate to have a local baker in Dewsbury who makes the Dubai chocolate bars. She works as a cake maker and must have seen the trend on TikTok. Inspired, she decided to give it a try and made it for her children. When they tasted it, they said, ‘Oh, Mum, why don’t you sell this?’.” said Surjeet.
The baker then suggested that Surjeet should design his own label for the chocolate. “It’s still her chocolate, but we’ve created our own label for it. Many shops are now stocking it, so we wanted to have a little point of difference.
“It’s different to everybody else. We’ve been established since 1976 and it’s just something different. That was the innovation behind it,” he said.
He mentioned that after dropping his children off at school this morning, he returned to film the launch video and found that four bars had already been sold.
The bar is available in-store at Notay’s Convenience Store and through the delivery platform Snappy Shopper.
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