Would you pay $59 for a 200g chocolate bar? Some Singaporeans don’t mind

SINGAPORE — For months, Mr. Mohd Taj has seen videos online of people opening a unique-looking chocolate bar filled with a bright green pistachio cream.

Interest piqued, the 41-year-old decided to get his hands on the chocolate bar – called Can’t Get Knafeh Of It – to find out for himself what it was all about.

The high price of the 200g treat (it sells in Singapore for $59 through retailer SGFR) did not deter him, as it was a “one-time try” opportunity, he said.

The verdict? A green light from Mr. Taj, who works in the podcast industry.

“The combination (of flavors) of the chocolate was unique,” ​​he said. He added that he enjoyed the pairing of soft milk chocolate, which was “not too sweet,” with crunchy pieces of kataifi – a crispy pastry used in a Middle Eastern dessert known as knafeh or kunafe.

The chocolate, produced by Dubai-based Fix Dessert Chocolatier, is hard to find. It is officially sold only in Dubai for AED68 (S$24), and has two sales times – 2pm and 5pm – each day.

Although it was founded in 2021, the unique dessert only became a global phenomenon after a February ASMR-style video of TikTok food influencer Maria Vehera eating a bar in her car went viral—it has over 80 million views—and inspired others to film their own reactions.

Because the bars are handmade, there is a limit to how much the Fix team can produce daily, CNN reported, hence its exclusivity.

In Singapore, the SGFR margin of nearly 150% allows the company to continue to make “some profit” on sales after factoring in the high cost of importing here, said its founder Mohamed Haikkel Firdhaus.