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Trends come and go, but some leave a lasting mark — and Dubai chocolate appears to be one of them. What began as a local indulgence is now spreading worldwide, transforming from classic bars into an array of gourmet sweets, reports AP.

The original chocolate bar debuted in 2021 at Fix Chocolatier in the UAE and went viral on social media by 2023. Known for its rich flavor and dense texture, the thick milk chocolate shell encases a creamy pistachio filling (sometimes mixed with tahini) layered with crunchy kataifi pastry threads.

Its popularity has inspired confectioners and major brands to experiment — from croissants and milkshakes to desserts with fillings ranging from peanut butter sandwiches to matcha and s’mores.

Dean Allal of The Nuts Factory (USA) calls it “no longer just a trend, but a full-blown phenomenon.” The surge in demand this year even caused a pistachio shortage, according to Iranian producer Keinia. Google Trends shows interest in “Dubai chocolate” spiked in early 2025, peaking in March and remaining high since.

Today, Dubai chocolate comes in 12 flavors, including pistachio and chocolate dates, roasted nuts in chocolate, layered strawberry desserts, and the luxurious Dubai Golden Chocolate with 24-carat edible gold ($79.99). Standard bars retail for $18.99. Its appeal lies not only in flavor but also in its thick, generously filled structure, creating a unique texture and sense of indulgence.

Global retailers and restaurants have jumped on the trend: Trader Joe’s offers bars from Patislove, IHOP launched a limited Dubai pancake stack, Baskin-Robbins added Dubai-inspired desserts, and Costco and Walmart now carry a wide selection of chocolate products.

The craze is fueled by a sense of luxury and exoticism — pistachio, rose, saffron, and cardamom evoke travel and sophistication. Despite the high price, Dubai chocolate is conquering markets fast: pistachio-filled chocolate sales in the U.S. rose 1,234% over the past year, even as the overall chocolate market declined less than 1%.

“Over 50 years in retail, I’ve never seen a product sell this fast,” said Stew Leonard Jr., CEO of Stew Leonard’s.

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