Why Is Dubai Chocolate Going Viral Worldwide?
Light House Denver – Dubai-style chocolate bars have become a global phenomenon, capturing the attention of sweet lovers around the world. The trend began in 2021 when Sarah Hamouda, CEO of Fix Dessert Chocolatier in Dubai, created a unique chocolate filled with pistachio cream, kadayif (shredded filo dough), and tahini. Her goal was simple: to craft a dessert wrapped in chocolate that still looked and felt like a classic chocolate bar.
“All I knew was that I wanted to create a chocolate bar that was essentially a dessert coated in chocolate but looked and tasted like a regular chocolate bar,” Hamouda said on June 3, 2025.
Dubai chocolate went viral in December 2023 thanks to social media buzz. Sales at Fix Dessert Chocolatier skyrocketed from one order per week to dozens per day. Within a month, the company sold 1.2 million bars, generating US$22 million in revenue.
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Since the United Arab Emirates is not part of international trademark agreements, many global producers quickly began replicating the product. As a result, the original chocolate was widely copied around the world.
Several major brands responded swiftly. Lindt released a limited-edition version, while Shake Shack introduced a Dubai chocolate milkshake. Crumbl developed a brownie version, and Starbucks began promoting customer-created “secret menu” items inspired by the trend. Even Trader Joe’s launched an affordable version priced at just US$3.99 per bar.
In New York, Nuts Factory claimed to be the first to sell a Dubai chocolate replica in the city. Due to overwhelming demand, they initially had to limit customers to one bar per person. Now, the store produces thousands of bars daily, complete with new flavors and upgraded equipment.
“We had to completely overhaul our operations just to meet demand,” said CEO Din Allall.
The trend has continued for over 18 months with no signs of slowing down. Data from research firm Technomic shows that chocolate-pistachio flavors on restaurant menus increased by 22.3% year-over-year in Q4 2024. This rise is a clear signal that the trend is here to stay.
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