Dubai chocolate becomes a global hit – From UAE to the World

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Dubai chocolate becomes a global hit – From UAE to the World

October 7, 2025

NEW YORK,— A chocolate sensation that began in the United Arab Emirates is now sweeping across global markets, with Dubai chocolate, once a niche dessert, evolving into one of the fastest-growing indulgences of the year.

Food makers from major retailers to boutique bakers are racing to keep up.

Introduced by Fix Chocolatier in 2021, the original Dubai chocolate bar gained international attention two years later when social media users showcased its thick, glossy shell and pistachio-tahini filling.

The inclusion of crispy kadayif pastry gave the confection its trademark crunch and visual appeal.

Since then, the concept has been adapted into pastries, drinks, and frozen treats around the world.

Versions now appear in milkshakes, croissants, and desserts layered with matcha, peanut butter, or marshmallow fillings.

“This isn’t a passing craze anymore,” said Din Allall of The Nuts Factory, which operates around 150 stores in the United States. “People are treating it as a new dessert category.”

Keinia, an Iranian pistachio exporter, recently attributed a global pistachio shortage to surging demand driven by the viral “Dubai chocolate” phenomenon on TikTok, combined with limited harvests.

Data from Google Trends shows that online searches for Dubai chocolate peaked in March and have remained high throughout the year.

Allall said his company sells twelve flavors of the candy bar and a line of Dubai chocolate-inspired items, including nuts, dates, parfaits, and a premium gold-covered version priced at $79.99. “Our bars are large and filled generously,” he said.

Large U.S. retailers have joined in. Trader Joe’s stocks Dubai chocolate bars from Patislove, while IHOP rolled out a limited Dubai pancake stack during August.

Costco has introduced Dubai chocolate cakes, and Baskin-Robbins added ice cream varieties inspired by the flavor. Walmart and QVC now carry Dubai chocolate products as well.

Lindt, the Swiss confectionery company, tested the waters last autumn with a limited batch of Dubai chocolate bars in Europe, drawing strong consumer interest.

“It’s about the contrast,” said Dublin shopper Erica Lefkowits. “The smooth chocolate, the creamy pistachio, and the crispy pastry, it’s all about that combination.”

Though premium-priced, the product’s distinctive mix of ingredients such as rose, cardamom, saffron, and pistachio adds a sense of luxury that appeals to consumers looking for something different.

Market researcher NielsenIQ reported that U.S. retail sales of pistachio-filled chocolate totaled $822,900 in the 52 weeks ending June 28, a small fraction of the $16.27 billion chocolate market. However, unit sales of Dubai-style products rose more than 1,200% compared with the previous year.

Stew Leonard Jr., CEO of the Stew Leonard’s grocery chain in the New York area, said Dubai chocolate has been their fastest-selling confection.

The chain first introduced the BeeMax Dubai chocolate bar in March and later launched a private-label version and holiday gift box. “It was gone as soon as we stocked it,” Leonard said.

In the United States, brands such as Moda, Magno, and Leonessa have expanded their offerings to include Dubai-inspired candies.

Other producers, including Chocolove and Matteo’s Coffee Syrups, have created spin-off products, from bite-size treats to sugar-free coffee syrups.

Dubai chocolate, according to industry analysts, has become more than a passing food trend, it is the latest global expression of indulgence.

(with files from AP)