The chocolate world is undergoing a delightful transformation, thanks to a trend that began in Dubai. This trend has captured the hearts and taste buds of chocolate enthusiasts worldwide. U.S. companies like Shake Shack and Crumbl are rushing to capitalize on its surge in popularity by rolling out limited-edition spinoffs. Meanwhile, several manufacturers have introduced myriad delectable dupes available at major retailers like Target, Costco, Amazon, and even Trader Joe’s.
But what exactly sparked this chocolate phenomenon? The inception of “Dubai chocolate” can be traced back to 2021, when Sarah Hamouda, founder and CEO of Fix Dessert Chocolatier, experienced intense pregnancy cravings. She envisioned a chocolate bar that would encapsulate various desserts, incorporating flavors that include pistachio cream, kadayif (shredded phyllo dough), and tahini. “All I knew in my head is that I wanted to create this chocolate bar that’s essentially a dessert encased in chocolate,” Hamouda shared.
Fast forward to December 2023, and Hamouda’s creation went viral on social media, triggering an exponential increase in demand. Instead of the usual one order per week, Fix Dessert Chocolatier began receiving 10 to 15 orders daily. “It was exciting, but oh my God—how is this happening?” she recalled in astonishment.
The bars are exclusively available in Dubai, with drops occurring twice a day via local delivery service Deliveroo. They also pop up at the Duty-Free shop in Dubai International Airport, where the company reported selling an astounding 1.2 million bars in April alone, raking in $22 million in sales.
However, challenges loom for Hamouda’s innovation. The UAE is not part of the international trademark treaty, which means the unique “Dubai chocolate” name lacks protection. This opens the door for competitors to produce imitations freely.
In a notable reaction to the burgeoning trend, renowned chocolate manufacturer Lindt reported $6.2 billion in its fiscal year 2024 earnings and released a limited-edition Dubai chocolate bar in December 2024. They even revealed plans to develop a new permanent recipe in response to consumer demand.
Shake Shack has jumped on the bandwagon too, launching a limited-edition milkshake infused with Dubai chocolate flavors. Crumbl is in the process of rolling out a brownie spinoff, while Starbucks has taken a different route. Although they didn’t create an official product, a customer’s idea for a Dubai chocolate-inspired drink gained traction and boosted sales, particularly among younger consumers.
In the dessert realm, Baskin-Robbins and Dunkin’, both owned by Inspire Brands, have introduced Dubai chocolate-inspired treats in international markets such as Malaysia and the Netherlands. However, neither brand has confirmed plans to offer these delicacies in the U.S. just yet.
In New York City, Nuts Factory claims to be the first to create a dupe of Hamouda’s bars, launching their version in July after rapid testing. CEO Din Allall described the initial response as overwhelming. “People just started calling nonstop. We couldn’t meet the demand, so we turned the world upside down to keep up,” Allall explained. Initially producing a few hundred bars daily, Nuts Factory has ramped up to several thousand, even adding new flavors and hiring more staff.
The chocolate-pistachio combination has become increasingly popular, showing substantial growth on restaurant menus. According to food service consulting firm Technomic, flavor combinations featuring chocolate and pistachio surged by 22.3% between the fourth quarter of 2023 and the same period in 2024, with a prior year increase of 5.9% as well.
The trend’s longevity appears promising, with companies like Trader Joe’s recently launching what could be the most wallet-friendly Dubai chocolate dupe, priced at just $3.99 per bar. As excitement continues to build, it will be interesting to see how the chocolate landscape evolves with this delicious new trend.
