Inside Dubai’s Viral Chocolate Craze That’s Changing How the World Eats Dessert
Dubai’s viral chocolate trend is taking over global dessert culture with its luxurious flavors and textures.
The Dubai chocolate phenomenon, which began with a decadent bar created by Fix Chocolatier in the United Arab Emirates in 2021, has evolved into a global culinary movement. Initially popularized on social media in 2023, the indulgent treat—characterized by a thick milk chocolate shell encasing a creamy pistachio and tahini filling with crispy kadayif pastry—has transcended its origins. Now, the distinctive flavors and textures are inspiring a range of confections, from croissants to milkshakes, as global brands and local bakers experiment with innovative variations like peanut butter and jelly, s’mores, and matcha fillings. This expansion signals that Dubai chocolate is not a fleeting trend but a transformative force in the dessert world.
The craze has had tangible impacts, notably contributing to a pistachio shortage in 2025, as reported by Iranian nut producer Keinia. The surge in demand, fueled by the viral TikTok trend, has strained supply chains already limited by production constraints. Google Trends data reflects this fervor, with searches for “Dubai chocolate” spiking in early 2025 and remaining elevated since March.
Retailers like The Nuts Factory, with 150 U.S. stores, have embraced the trend, offering 12 flavors of Dubai chocolate bars, pistachio-coated dates, layered parfaits, and even a premium 24-karat gold-infused bar priced at $79.99. The appeal lies not only in the exotic flavors—pistachio, rose, saffron, and cardamom—but also in the bar’s substantial structure, delivering a multisensory experience of creamy, crunchy, and melty textures.
Major retailers and restaurants have eagerly joined the movement, integrating Dubai chocolate into their offerings. Trader Joe’s stocks a Patislove-made Dubai chocolate bar, while IHOP launched a limited-time Dubai pancake stack in select locations in August 2025. Baskin-Robbins introduced Dubai-inspired ice cream, and Costco offers a range of confections, including a Dubai chocolate cake.
Swiss chocolatier Lindt also entered the fray, drawing crowds with its limited-edition bars in Europe last fall. In the U.S., brands like Moda, Magno, and Leonessa, alongside niche products like Chocolove’s candies and Matteo’s sugar-free chocolate coffee syrup, are further diversifying the market, catering to a growing consumer base seeking both indulgence and novelty.
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Despite its niche status, with U.S. retail sales of pistachio-filled chocolates reaching $822,900 in the 52 weeks ending June 28, 2025, compared to $16.27 billion for all chocolates, the growth is remarkable. NielsenIQ reports a staggering 1,234% increase in unit sales of pistachio-filled chocolates year-over-year, far outpacing the less than 1% decline in overall chocolate sales.
Retailers like Stew Leonard’s, which introduced its BeeMax Dubai chocolate bar in March 2025 and later launched a house-branded version by Chocopologie, report unprecedented demand. The chain’s holiday gift box, featuring mini ice cream cones, pralines, and bars, underscores the craze’s staying power.
Consumers like Erica Lefkowits, who recently purchased Dubai chocolate in Dublin, highlight its appeal: the interplay of soft chocolate, creamy filling, and crunchy kadayif, combined with the luxurious allure of exotic ingredients. While the higher price point—$18.99 for a 6.5-ounce bar—may deter some, the sense of indulgence and global sophistication keeps customers hooked.
As the Dubai chocolate movement continues to expand, its influence on dessert culture and retail markets worldwide suggests it is here to stay, redefining how we experience chocolate.
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