The Rise of Dubai Chocolate
The Dubai chocolate trend, characterized by its distinctive blend of pistachio cream, kadayif (shredded phyllo dough), and tahini encased in chocolate, has captivated global markets. Originating in 2021 from the cravings of Sarah Hamouda, founder and CEO of Fix Dessert Chocolatier, this innovative dessert-bar hybrid quickly captured the imagination of chocolate enthusiasts worldwide.
Initially available exclusively in Dubai, these bars gained viral status on social media by December 2023, leading to a surge in demand. Fix Dessert Chocolatier's offerings are distributed locally through twice-daily drops on Deliveroo and occasionally at Dubai International Airport's Duty-Free shop, where over 1.2 million bars were sold in April 2025, generating $22 million in sales.
Global Market Expansion and Commercial Adaptations
Despite the rising popularity, Dubai chocolate lacks international trademark protection due to the UAE's absence from the global trademark treaty, enabling multiple companies to produce imitations freely. This has propelled numerous U.S. companies and international brands to create their versions, fueling the trend's expansion.
Notable developments include:
- Lindt's limited-edition Dubai chocolate bar release in December 2024, with plans to develop a permanent recipe responding to high consumer demand.
- Shake Shack's introduction of a limited-edition milkshake featuring Dubai chocolate flavors in April 2025.
- Crumbl's development of a brownie variant inspired by the trend.
- Promotion of Dubai chocolate-inspired beverages by Starbucks, contributing to increased sales among Generation Z.
- Launches of Dubai chocolate-inspired desserts by Baskin-Robbins and Dunkin' in markets such as Malaysia and the Netherlands, with no confirmed U.S. rollout yet.
Local Producers and Consumer Demand in the U.S.
In New York City, Nuts Factory, a retailer specializing in dried fruits and nuts, pioneered a dupe of the Dubai chocolate bar in July 2024. The handmade bars swiftly gained popularity, prompting a one-bar-per-customer limit due to overwhelming demand. Production scaled from a few hundred to several thousand bars daily thanks to increased staffing and machinery.
The company has also diversified its Dubai chocolate-inspired offerings, cementing its role in sustaining the trend within the U.S. market.
Continued Growth and Market Indicators
After 18 months of momentum, the Dubai chocolate phenomenon continues to attract new participants. Trader Joe's recently introduced an affordable version priced at $3.99 per bar, broadening consumer accessibility.
While it remains premature to quantify Dubai chocolate flavor combinations extensively on restaurant menus, recent data reveals a notable 22.3% increase in chocolate-pistachio flavor pairings on menus between Q4 2023 and Q4 2024, following a previous 5.9% rise. This indicates growing culinary interest and incorporation of Dubai chocolate-inspired flavors.
