But what exactly is it, and how did a pregnancy craving in the UAE turn into a global obsession that has major brands like Shake Shack and Trader Joe’s scrambling to catch up?
If you’ve spent even five minutes on TikTok lately, you’ve heard that sound. The distinct, satisfying crack of a thick chocolate bar breaking, followed by the gooey reveal of a vibrant green, crunchy filling.
It’s called "Dubai Chocolate," and it has taken the internet—and the global dessert economy—by storm. But what exactly is it, and how did a pregnancy craving in the UAE turn into a global obsession that has major brands like Shake Shack and Trader Joe’s scrambling to catch up?
Here is the deep dive on the viral treat that’s changing the chocolate industry.
It Started with a Craving: The Origin Story of Dubai Chocolate
While it seems like this trend appeared overnight, the original bar was created in 2021 by Sarah Hammouda, the founder of Fix Dessert Chocolatier in Dubai.
The inspiration wasn't market research; it was a pregnancy craving. Sarah missed the specific flavors of Middle Eastern desserts, specifically kunafa (a pastry made with shredded phyllo dough). She and her husband began experimenting at home to create a bar that had different textures and flavors, eventually launching the "Can’t Get Knafeh of It" bar.
For a while, it was a local secret sold via word-of-mouth. Then, a food influencer named Maria posted a video eating the bar. That video racked up over 100 million views, and suddenly, the world was hungry.
"We were selling from the house... relying a lot on word of mouth... There was just a queue of riders outside wanting. We had no chocolate, like nothing at all." — Sarah Hammouda
Today, Fix makes over 500 bars a day by hand. They are sold exclusively in Dubai through a delivery app for just a few hours a day, retailing for around $18 per 200g bar (about double the price of a standard Cadbury bar).
Deconstructing the Bar: What’s Inside?
The magic of the Dubai Chocolate bar isn't just the chocolate; it's the filling. The viral recipe generally consists of:
- Milk or Dark Chocolate Shell: Often painted with edible colored cocoa butter for that artistic look.
- Pistachio Cream: A rich, nutty paste.
- Toasted Kataifi: Shredded phyllo dough that is buttered and toasted to provide the signature "crunch."
The "Kataifi" Boom
This trend has created a massive economic ripple effect for ingredient suppliers. Kontos Foods, a second-generation business in New Jersey, has seen sales of their kataifi dough explode.
Demi, who helps run Kontos, noted that kataifi was traditionally an ethnic product for Greek or Middle Eastern communities. Now? It’s a bestseller. Their factory runs 24/7, producing 250 lbs of batter an hour on massive heated spinning plates to keep up with the demand for "Dubai Chocolate" recipes.
The Pistachio Rush
The demand for high-quality pistachio cream has also skyrocketed. Peppertux Farms, a US-based maker of pistachio cream, saw their online sales triple overnight.
However, sourcing is tricky. While the US leads global pistachio production (over 60%), connoisseurs like the founders of Peppertux prefer Turkish pistachios (specifically from Gaziantep) for their superior flavor and vibrant green color.
Why Is Everyone Copying It? (The Legal Loophole)
You may have noticed that everyone is selling "Dubai Chocolate" now, from your local bakery to massive factories. How is that legal?
It turns out, the name "Dubai Chocolate" is considered a geographic or generic term, meaning it cannot be trademarked. It’s the same logic applied to "New York Cheesecake" or "French Baguette." Furthermore, recipes generally cannot be copyrighted. This means that while Fix is the original, companies like Bolci Chocolate Factory in Turkey are free to produce 50 tons a day of their own version to ship to 72 countries.
The Global Spin-Offs
The trend has moved beyond just chocolate bars.
- Shake Shack: Launched a limited-edition Dubai Style Pistachio Shake in NY, LA, and Miami. It cost around $10 and sold out daily.
- Orwashers Bakery (NYC): Famous for Jewish pastries, they launched a Dubai Chocolate Croissant ($6.50) filled with pistachio cream and toasted kataifi.
- Home Bakers & Influencers: Creators like Vanessa Leang in Canada are selling luxury, hand-painted versions for as much as $125, turning a viral trend into a premium side hustle.
The Bittersweet Reality: The Climate Cost
While our appetites for chocolate are growing, the supply chain is struggling. The rise of this trend coincided with a massive spike in global cocoa prices.
In 2024, cocoa prices topped $12,000 per ton—nearly triple the price of the previous year. This is largely due to the climate crisis affecting West Africa (where 70% of the world's cocoa is grown). Extreme heat and erratic rainfall have caused crops to shrivel. Similarly, pistachio farmers in Turkey are battling frost and extreme weather that has drastically reduced yields (from 220,000 lbs to 33,000 lbs on some farms).
Bottom Line
Is Dubai Chocolate here to stay? Keith Cohen of Orwashers thinks so. He compares it to the almond croissant—a bakery staple that isn't going anywhere.
Whether it’s a fleeting viral moment or a permanent fixture in the dessert world, one thing is certain: that crunch is satisfying, and business is booming.
Have you tried the Dubai Chocolate trend yet? Let us know in the comments if it lives up to the hype!
About the Writer
Jenny, the tech wiz behind Jenny's Online Blog, loves diving deep into the latest technology trends, uncovering hidden gems in the gaming world, and analyzing the newest movies. When she's not glued to her screen, you might find her tinkering with gadgets or obsessing over the latest sci-fi release.What do you think of this blog? Write down at the COMMENT section below.
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