Global Brands and Small Bakers Alike Are Riffing on the Concept of Dubai Chocolate, Translating It to Croissants, Milkshakes, and More
What started as a thick, pistachio-stuffed chocolate bar in the United Arab Emirates has evolved into an international indulgence. The original Dubai chocolate bar, created by Fix Chocolatier in 2021, became a viral sensation by 2023, winning over social media with its creamy pistachio and tahini filling wrapped in a milk chocolate shell and layered with crispy kadayif pastry.
Now, that same irresistible flavor profile has inspired an entire dessert movement — spanning croissants, milkshakes, parfaits, and even pancakes. The craze, born online, has turned into a global culinary statement.
Global Brands Are Cashing In
Small bakers and major brands alike are scrambling to put their own spin on Dubai chocolate. Trader Joe’s now sells a version made by Patislove, IHOP tested a Dubai pancake stack, Baskin-Robbins rolled out Dubai-inspired ice creams, and Costco joined the mix with Dubai chocolate cakes.
Luxury chocolate maker Lindt even launched a limited-edition Dubai bar in Europe, drawing eager crowds. “It’s all about the texture,” said Dublin shopper Erica Lefkowits. “Soft, melty chocolate, creamy filling, and that crunch. Plus, it’s sugar — what’s not to love?”
From Pistachio Bars to 24-Karat Gold
The Nuts Factory, a family-run confectionery chain with 150 stores across the U.S., sells 12 Dubai chocolate flavors along with Dubai-coated nuts, dates, and a gold-infused bar priced at $79.99. “I don’t call this a trend anymore — it’s a whole new thing,” said CEO Din Allall.
The company’s inventory now includes everything from peanut butter and s’mores variants to a strawberry parfait layered with Dubai chocolate and pistachios.
Demand Outpaces Supply
According to Iranian producer Keinia, the viral TikTok popularity of Dubai chocolate has even contributed to a global pistachio shortage. Meanwhile, Google searches for “Dubai chocolate” remain at record highs.
Despite still being a niche market in the U.S., just $822,900 in pistachio-filled chocolate sales compared to $16.27 billion for all chocolates , the growth rate is unprecedented. NielsenIQ data shows a 1,234% surge in Dubai-style chocolate sales year over year.
“I’ve never seen anything sell like this in my 50 years of retailing,” said Stew Leonard, Jr., CEO of Stew Leonard’s grocery chain, which launched its own version after the BeeMax Dubai bar sold out in March.
A Taste of Indulgent Exoticism
For many fans, the allure lies in Dubai chocolate’s blend of indulgence and sophistication. With flavors like saffron, rose, and cardamom, each bite feels like a small act of escapism luxury, travel, and sugar all rolled into one.
