Welcome to our new series about the latest viral food crazes - as expert cake makers we are always following trends in food, and every now and then a delicious phenomenon comes along which takes the world by storm.
One of the biggest recent sensations in the world of speciality food & drink has been, without a doubt, the famous "Dubai Chocolate". Keep reading to learn all about this luxurious treat, which had people queuing outside shops for hours!
A Craving Turns Viral Sensation
Dubai Chocolate first appeared in 2021, when Sarah Hamouda of Fix Dessert Chocolatier in Dubai created a chocolate bar inspired by her pregnancy craving for knafeh. The treat blends milk chocolate with a rich pistachio-tahini cream and crunchy shards of kataifi (shredded filo pastry), resulting in a soft, sweet, and crispy sensation.
The real boom happened in late 2023, when influencer Maria Vehera shared a TikTok video that garnered over 120 million views, catapulting the chocolate into international stardom.
What Makes It So Special?
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Texture Triple Threat: smooth pistachio cream, crispy kataifi, and a glossy chocolate shell create a uniquely satisfying eating experience.
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Visually Striking: the vibrant green pistachio filling and stylish packaging are tailor-made for social media sharing.
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Bold Branding: rich, indulgent, and unapologetically sweet—this isn’t artisan chocolate, it’s viral luxury.
The Ripple Effect: From Dubai to the World
With demand soaring, big-name retailers were quick to capitalise:
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Lindt, Aldi, Waitrose, Trader Joe’s, and others began producing their own versions, sometimes sparking debates over authenticity and trademarks.
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The trend triggered a pistachio price surge—in the US, prices jumped from around £6 to over £8 per pound, leading to shortages and increased exports from Turkey and Iran.
Dubai Chocolate’s Global Footprint
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UK supermarkets and dessert parlours have started selling Dubai-inspired ice creams, pistachio spreads, croissants, and more.
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Costco in the US launched a Dubai-style ice cream sandwich with pistachio-flavoured filling and kataifi pieces—it sold out almost immediately.
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Homemade recipes such as “Dubai-style Puppy Chow” (a snack mix of pistachio butter, melted chocolate, cereal, and roasted pistachios) have gone viral on TikTok.
What It Says About Modern Food Culture
| Trend | Meaning |
|---|---|
| Digital Influence | One viral post drove global sales and innovation. |
| Fusion Flavours | Combines traditional Middle Eastern elements with Western dessert culture. |
| Supply Chain Pressure | Ingredient trends now influence global agriculture. |
| Copycat Culture | Everyone—from luxury brands to supermarkets—wants in. |
Will It Last?
Some say Dubai Chocolate could become the next “pumpkin spice”—a trend that starts seasonally but evolves into a lasting category. While its rise was powered by novelty and visuals, its expansion into supermarkets and cafes suggests it may be here to stay.
Dubai Chocolate isn’t just a sweet—it’s a snapshot of our times. A single craving in Dubai sparked a worldwide frenzy, from ingredient shortages to supermarket shelves stocked with pistachio-flavoured everything.
The real test is whether consumers will keep reaching for pistachio-chocolate fusion products, or whether the world will move on to the next viral indulgence. The world of food is ever-evolving, and who knows what is going to be the next big trend?
Explore Our Pistachio-Flavoured Range
We might not sell Dubai Chocolate here at Jack & Beyond, but if you are a fan of Pistachio, why not have a look at our (equally scrumptious) options?
Leading the way is our indulgent Pistachio & Raspberry Cake, a dream combination of light sponge, tangy raspberries and creamy pistachio frosting:
Prefer cheesecake to sponge? No problem, take a look at our luxurious Pistachio Cheesecake:
And if you are looking for smaller, shareable treats, our Pistachio & Raspberry Cookies or White Chocolate & Pistachio Blondies come highly recommended.
Got any questions? Get in touch with our team today. Thank you for reading and we hope you join us again soon when we explore the next big viral food trends.
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