The Rise of Dubai Chocolate: A Sweet Sensation Born from Cravings

In 2021, Dubai-based entrepreneur Sarah Hamouda was navigating the peculiar world of pregnancy cravings. Little did she realize that her indulgence would lead to the creation of a culinary phenomenon known as Dubai chocolate. This unique chocolate, resembling a brick-like bar, is a symphony of flavors that capture the essence of the region — rich pistachio cream, creamy tahini paste, and crispy knafeh (shredded filo pastry).

Birth of a Sensation

Hamouda’s creation emerged from her home kitchen where she began experimenting with flavors that beautifully merge Middle Eastern ingredients with the beloved classic of chocolate. The result was a product that stood out, boasting a thick profile similar to that of a deck of cards, enticing the sweet-toothed with every bite.

However, with a price tag of AED68 (approximately €16), the original Dubai chocolate wasn’t accessible to everyone. This exclusivity sparked creative solutions, and soon enough, cheaper alternatives started cropping up, leading to an entire ecosystem of variants that saturated the market.

A Chocolate Revolution

Fast forward a couple of years, and the Dubai chocolate phenomenon has expanded way beyond Hamouda’s initial offerings. Not only have local chocolatiers embraced her creation, but international brands like Maison Samadi from London, Lindt from Switzerland, and even Lidl from Germany have ventured into making their takes on this delectable treat.

Chocoart UAE introduced their version featuring knafeh pistachio chocolate, while Chocovana Chocolaterie has been taking batch orders for their own pistachio-stuffed bars. On the delivery front, Noon Minutes, in collaboration with luxury brand Vocca, offers a unique take designed for instant gratification. The rise has been impressive; Dubai Duty Free reported a staggering $22 million (around €19 million) in sales of various brands of Dubai chocolate in just the first quarter of 2025, translating to approximately 1.2 million bars sold. Clearly, what began as a mere experiment has blossomed into a thriving sensation.

Navigating Imitation and Inspiration

With success often comes imitation. As copycat bars entered the marketplace, Hamouda’s husband and business partner, Yezen Alani, expressed frustration over these replicas. However, Hamouda remains unbothered, viewing these imitators as flattering rather than frustrating. “It’s a testament to how influential Dubai’s appetite for creativity and innovation has become,” she reflected. This perspective highlights her pride in contributing to the redefinition of what Dubai chocolate means.

Beyond the Original

While imitation often sacrifices quality for mass production—resulting in bars that lack the rich, gooey experience of Hamouda’s original creation—such competition has invigorated her brand. Fix Dessert Chocolatier is now exploring new collaborations, expanding flavors, and innovating on different ways to engage with customers. Hamouda recognizes that her initial offering was far more than just a chocolate bar: it carries a narrative of creativity, care, and authenticity.

“We’re looking into new ways in which people can experience us,” she hinted, signaling exciting developments ahead, possibly even international markets on the horizon.

The Cultural Impact of Dubai Chocolate

Dubai chocolate has not just become a delicacy but a cultural symbol reflecting the city’s dynamic culinary landscape. It has woven itself into the fabric of Dubai’s identity, celebrating Middle Eastern flavors in a form that is universally adored — chocolate. This evolution showcases how culinary creativity can flourish in an environment rich with influences and innovation.

As the demand continues to rise, so does the inspiration for creators within the chocolate space. Hamouda’s start was a personal journey of cravings turned entrepreneurial venture, evolving into a multi-faceted narrative that transcends taste and ventures into the realm of cultural significance.

The story of Dubai chocolate is ongoing, filled with potential, reflecting the vibrant tapestry of a city that thrives on innovation and creativity.