The Rise of Dubai Chocolate: A Sweet Global Trend

As chocolate enthusiasts continue to explore new and exciting flavors, a unique trend known as "Dubai chocolate" has emerged, captivating taste buds around the world. This trend is rapidly taking hold, with U.S. companies like Shake Shack and Crumbl at the forefront, leveraging its popularity with limited-edition offerings. Meanwhile, other chocolate manufacturers are racing to produce imitations of this delectable treat, available at major retailers such as Target, Costco, Amazon, and Trader Joe’s.

The Origin of Dubai Chocolate

The intriguing concept of Dubai chocolate originated in 2021, sparked by the cravings of Sarah Hamouda, the founder and CEO of Fix Dessert Chocolatier. During her pregnancy, Hamouda longed for a unique chocolate treat that combined traditional flavors in a novel way. The resulting creation features a delightful blend of pistachio cream, kadayif (shredded phyllo dough), and tahini, encased within a rich chocolate exterior.

Hamouda recalls her vision: “All I knew in my head is that I wanted to create this chocolate bar that’s essentially a dessert encased in chocolate, but looks and feels like a chocolate bar.” This innovative idea resulted in a product that quickly captured the attention of chocolate lovers.

Viral Popularity and Market Demand

In December 2023, Dubai chocolate bars went viral, becoming a social media sensation. “Instead of getting one order every week, we started to get 10, 15 orders,” Hamouda noted, reflecting on the enthusiastic response. The rapid increase in demand left her feeling both excited and overwhelmed.

Currently, Fix bars are exclusively available in Dubai and are launched twice daily via the local delivery service Deliveroo. They can also occasionally be found at Dubai International Airport’s Duty-Free shop, where over 1.2 million bars were sold in April alone, generating a staggering $22 million in sales.

Trademark Challenges and Imitations

Despite its soaring popularity, the United Arab Emirates is not part of the international trademark treaty that would provide legal protection for the Dubai chocolate name. This legal gap has allowed numerous companies to produce their own imitations, leading to a wave of “dupes” flooding the market.

Notably, renowned chocolate manufacturer Lindt jumped on the bandwagon, releasing a limited-edition bar in December 2024 due to overwhelming demand. The company is reportedly working on developing a new permanent Dubai chocolate recipe, further underscoring the trend’s widespread appeal.

Industry Reactions and Creative Adaptations

With the heat of competition rising, established chains such as Shake Shack have launched limited-edition milkshakes inspired by Dubai chocolate, while Crumbl is experimenting with brownie spinoffs. Starbucks found creative ways to engage consumers by promoting a customer’s idea for a Dubai chocolate-inspired drink, which reportedly boosted sales among Gen Z consumers.

Moreover, brands like Baskin-Robbins and Dunkin’, both under Inspire Brands, have introduced Dubai chocolate-inspired desserts in international markets like Malaysia and the Netherlands. However, there has been no confirmation of plans to bring these offerings to U.S. soil.

Local Innovations and Small Business Growth

The buzz around Dubai chocolate isn’t limited to major corporations. Din Allall, the CEO of Nuts Factory, a New York City-based store specializing in dried fruits and nuts, claims to have been the first in the city to offer a dupe of the bar. Launched in July after a rapid testing phase, the bars are handmade, and the demand has surged so much that the company had to impose a one-bar-per-customer limit.

Allall describes the overwhelming response: "People just started calling nonstop. We couldn’t meet the demand, and we just turned the world upside down to make sure we met it.” Production has ramped up significantly, from “a couple hundred” bars daily to “a few thousand,” as new flavors and hiring increases have transformed the business landscape.

Sustained Trend and Future Prospects

With the Dubai chocolate trend persisting for over 18 months, the market can expect to see continued innovation. Trader Joe’s recently introduced what may be the most affordable dupe at just $3.99 per bar, making this trendy treat accessible to a broader audience.

Food service consulting firm Technomic has noted a rise in chocolate-pistachio flavor combinations on restaurant menus, with a reported increase of 22.3% between the fourth quarter of 2023 and the same period in 2024. This trend signals that the influence of Dubai chocolate is extending beyond just bars into the culinary realm.

In the fast-paced world of food trends, Dubai chocolate has established itself as a noteworthy phenomenon, showcasing how global influences can ignite creativity and innovation in the dessert landscape. With brands both large and small racing to capitalize on its popularity, the sweet saga of Dubai chocolate continues to unfold, enticing palates and inspiring imaginations.