Created by Fix Chocolatier in the United Arab Emirates in 2021, Dubai chocolate bar achieved virality and global stardom through social media (TikTok) by 2023. Social networks set gastronomic trends.
Dubai chocolate has been gaining popularity and its success is attributed to a unique combination that gives it a “texture” that integrates softness, creaminess and “crunch.” This is achieved with a thick layer of milk chocolate enveloping a creamy filling often of pistachio and/or tahini, mixed with the crispy filo dough known as kadayif.
By the last quarter of 2025, what started as a “Trend” has advanced to a “Movement”, because it is no longer about the original bar, but rather adaptations by global brands and small businesses are emerging to a wide range of products such as croissants, smoothies, s’mores, matcha and even cakes and ice cream (mentioned in IHOP, Baskin-Robbins, Costco).
Experts interpret this behavior as deeper assimilation in the market, according to AP.
A trend with economic impact
The consumption of the popular Dubai chocolate went from an explosive trend to a marker of increasing consumption with consequences on the economy, especially in the supply chain, contributing to the scarcity and increase in the price of pistachio, according to Iranian producers.
Big brands like Trader Joe’s, Walmart, Costco, QVC and Lindt joined the concept, either with third-party or own-brand versions, further legitimizing the fashion and ensuring its presence in the mainstream. Below are some of the proposals:
Product brand: Patislove.
Type of product: Chocolate bar (usually Pistachio and Dark Chocolate “Dubai Style”).
Product type: Chocolate bar.
Note: A limited quantity was released in Europe which drew crowds.
Product type: Pancakes (for a limited time).
Product type: Ice cream (Dubai-inspired flavors).
Product type: Variety of chocolate sweets, including a Dubai chocolate cake.
Product type: Dubai Chocolate (bars or other sweets).
Product type: Dubai Chocolate (bars or other sweets).
Dubai Chocolate: synonymous with luxury
It has been so successful that price has not been a problem. Let’s remember that it is more expensive than an average bar, part of its appeal lies in the “indulgent and cosmopolitan” touch, AP reminds.
In addition, the aromatic combination of pistachio, rose, saffron and cardamom elevate a perception of luxury and a sensory “trip”.
AP analysts say that while the pistachio-filled chocolate segment is still niche ($822.9 billion vs. $16.27 billion for total chocolate), its year-over-year unit sales growth soared 1,234%, making it one of the fastest-growing categories in the confectionery sector, despite the overall decline in chocolate sales.
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