In 2023, a chocolate bar went viral in Dubai. By 2024, the queues at certain chocolatiers had become so long that people were buying bars just to resell them. By 2025, every chocolate brand in the world had their own version. And somewhere in the middle of all of that, India fell completely in love with it.If you’ve tried a Kunafa chocolate bar already, you don’t need us to tell you why. If you haven’t — here’s the full story of where it came from, what’s inside, and why we made our own version at éntisi.
First, what is Kunafa?
Kunafa is a traditional dessert that has been part of Middle Eastern cuisine for centuries, popular across Lebanon, Palestine, Syria, Turkey, and Egypt. At its heart it’s a pastry made from kataifi — a thin, shredded, vermicelli-like dough — layered with cheese or cream, soaked in sugar syrup, and often topped with crushed pistachios.
The result is something extraordinary: crispy on the outside, soft and molten in the middle, sweet but with a savoury edge from the cheese, fragrant with rose water.
So how did it become a chocolate bar?
In 2023, a Dubai-based chocolatier called Fix Dessert Chocolatier started making a chocolate bar with kataifi pastry and pistachio cream inside. They named it ‘Can’t Get Knafeh of It’ and sold it exclusively through Instagram DMs.
Then a food creator posted a video of themselves snapping it open. The sound — the crack of good chocolate, then the reveal of the golden, crunchy filling — spread across TikTok and Instagram like nothing the food world had seen in years. The bar sold out within hours, every time. People flew to Dubai specifically to buy it. Celebrities and influencers posted about it. And then — as always happens with great food — the rest of the world wanted in.
In India, search interest for ‘Kunafa chocolate’ has grown significantly month on month through 2024 and 2025. The demand is real — and growing.
What goes inside a Kunafa chocolate bar?
The version that went viral — and the version we’ve crafted at éntisi — follows the same essential idea: a chocolate shell encasing a filling of kataifi pastry and pistachio.
The quality of each element matters enormously:
- The kataifi pastry should be toasted until genuinely golden and crunchy — not soft or doughy
- The pistachio should be aromatic and distinctly nutty, not just sweet
- The chocolate shell should be thick enough to hold the filling, but thin enough that the snap is clean and satisfying
Get any of those wrong, and the bar just tastes like a sweet, heavy slab. Get them right, and you understand immediately why the world lost its mind over it.
Milk or dark? Éntisi’s two Kunafa bars compared
We make the Kunafa bar in two versions — and they really do taste like different experiences, not just the same bar in different wrappers.
If you’re buying as a gift for someone who loves chocolate but isn’t a dark chocolate devotee, the Milk Kunafa Bar is the one. If you’re buying for yourself or someone who tends towards fine, high-cocoa chocolate, the Dark Kunafa Bar is something really special — the bitterness of the 57% chocolate plays beautifully against the sweetness of the kataifi.
Try both and decide for yourself. Kunafa Chocolate Bar or Dark Kunafa Chocolate Bar
Will the trend last?
Probably not in its current form — no food trend stays at peak intensity forever. But that’s not really the right question.
The reason Kunafa chocolate captured the world’s attention wasn’t because it was trendy. It was because the combination of textures and flavours is genuinely brilliant: crispy, smooth, nutty, sweet, and slightly savoury, all in one bite. Those elements don’t go out of style.
The bars that will last are the ones made with real ingredients and genuine craft — not the ones that followed the trend. Which is exactly why we take the time to make ours properly.
Frequently asked questions
Q: What is a Kunafa chocolate bar?
A: A Kunafa chocolate bar is a chocolate bar filled with kataifi pastry (shredded wheat dough) and pistachio cream, inspired by the traditional Middle Eastern dessert Kunafa. The combination of crispy pastry, pistachio, and chocolate creates an unusual layered texture that went viral globally in 2023–2024.
Q: Where did the Kunafa chocolate trend start?
A: The Kunafa chocolate bar was popularised by Fix Dessert Chocolatier in Dubai, who created a version called ‘Can’t Get Knafeh of It’. It went viral on social media in 2023, with videos of the bar being snapped open gaining millions of views. The trend spread to chocolate brands worldwide, including in India.
Q: Can I buy Kunafa chocolate in India?
A: Éntisi makes Kunafa chocolate bars available for purchase in India, both through their boutiques in Mumbai, Pune, and Delhi, and online with delivery across India. The Kunafa Chocolate Bar comes in both milk and dark chocolate variants.
Q: What does Kunafa chocolate taste like?
A: Kunafa chocolate tastes sweet and rich from the chocolate shell, with a crunchy, slightly chewy texture from the toasted kataifi pastry inside, and a nutty, aromatic flavour from the pistachio. The combination of crispy and smooth textures in one bite is what made it so widely popular.
Q: What is kataifi pastry?
A: Kataifi is a type of shredded wheat dough used widely in Middle Eastern and Mediterranean pastries. It looks like thin, fine strands of vermicelli or shredded wheat, and when toasted or baked it becomes golden and crunchy. In Kunafa chocolate, it provides the signature crunch inside the chocolate shell.
Q: What is the difference between milk and dark Kunafa chocolate?
A: Éntisi’s Milk Kunafa Bar uses a milk chocolate shell and has a sweeter, creamier flavour profile. The Dark Kunafa Bar uses a 57% fine dark chocolate shell, which gives it a richer, more complex bittersweet flavour that contrasts with the sweetness of the kataifi filling. Both contain the same kataifi pastry and pistachio filling inside.
Q: Is Kunafa chocolate available for gifting?
A: Yes — éntisi’s Kunafa chocolate bars can be gifted individually or as part of a curated hamper. They are available for same-day delivery in Mumbai and Pune, and for delivery across India.
Whether you’re hearing about Kunafa chocolate for the first time or you’ve been looking for a version made properly in India — we think you’ll find it’s worth the hype.
Shop the Kunafa Chocolate Bar | Shop the Dark version | Want it delivered today? Same-day delivery in Mumbai & Pune
