The Dubai-style chocolate, which is filled with pistachio cream and angel hair, has taken social media by storm as of March 2025. Originally launched by chocolatier Sarah Hamouda at her Fix chocolate shop in Dubai and Abu Dhabi, the confectionery combines traditional flavors with modern flair. The concept was born back in 2021, but it wasn't until December 2023, when culinary influencer Maria Vehera posted an indulgent video on TikTok, garnering over 100 million views, which really catapulted the chocolate to global fame.
Maria's tantalizing content showcased the luxurious chocolate, stirring interest from food lovers and eager Gen Z tasters around the world as they flocked to experience this trendy treat for themselves. Interest surged rapidly across various markets, with consumers eager to try the flavors they saw online.
Fast forward to 2024, as numerous chocolate enthusiasts were on the lookout for this now-famous dessert. Responding to the trend, Lindt, known for their quality chocolates, decided to seize the opportunity, crafting their own version of the Dubai-style chocolate bar. A spokesperson for the brand stated, "Our Lindt master chocolatiers are always keeping watch for trends and have spotted the emergence of the 'Dubai Chocolate' trend on social media," demonstrating the brand's attentiveness to consumer preferences.
Lindt's initial offering consisted of handcrafted chocolate made available only at select boutiques, but they quickly transitioned to developing their Dubai-inspired chocolate for mass production. This version, sold for €9.99 per bar (approximately €70 per kilogram), sells at select supermarkets such as Carrefour—a pricing strategy justifying the high-quality ingredients used, including 45% pistachio cream.
Interestingly, consumer reception has been overwhelmingly positive. Lindt reported being, "pleasantly surprised" by the warm welcome their product has received, noting sales rapidly moving through their Parisian boutiques. One boutique even experienced stock shortages due to demand shortly after the launch.
With excitement surrounding the new treat, consumers are also conscious of the nutritional aspects. The Lindt chocolate bar contains over 800 calories per bar, with 19 grams of saturated fat and 46 grams of sugar per 100 grams. Such figures remind consumers to indulge moderately, even with such delicious temptations.
Bringing the Dubai chocolate trend even closer to local audiences, bakeries across Westchester have begun to adapt the popular treat, creating their own variations post-viral success. For example, Homestyle Desserts Bakery, led by owner Laura Timmons, offers unique delights such as Dubai chocolate cheesecakes and cookies stuffed with both pistachio and Nutella. Speaking of her approach, Laura stated, "I'm going to keep trying new things,” indicating the bakery's commitment to innovation.
Another prominent spot, Baked After Midnight, has gained attention for their chocolate chip cookies made with tahini, toasted kataifi pastry, and a delightful pistachio cream. Their creations have quickly elevated them as favorites among locals.
Mimi’s by Martine’s has ventured with Dubai chocolate gelato and crepes, dazzling patrons with their authentic flavors infused with the rich, crunchy elements of kataifi. Grey's Donuts similarly put their spin on the Dubai chocolate trend, creating doughnuts filled with pistachio cream, making them irresistible treats for dessert fans.
Maria Valente, chocolatier at Chocolations, took inspiration from the trend to create egg-shaped chocolates wrapped in gold wrappers. Citing timely themes of Easter, she cleverly catered to the market's desire for novelty during holiday seasons.
Meanwhile, Sugar Hi sources its unique bars from Brooklyn chocolate makers, showcasing similar crunchy textures and flavors, ensuring their products fly off the shelves. The adaptation of this trend has proven effective, as demand consistently outplays supply across these various vendors.
The enthusiasm surrounding Dubai-style chocolate reveals significant consumer changes with the intersection of social media and food trends. Many brands, particularly Lindt, are eager to continually adapt to shifts heralded by influencers and consumer preferences. Whether it’s indulging in decadent treats made from refined ingredients or exploring new culinary creations inspired by popular culture, the chocolate phenomenon isn't likely to fade anytime soon. This sweet trend seems poised to endure, with both markets and creators collaborating to bring innovative flavors to the fore.