MELBOURNE — What began as a novelty bar in Dubai is now transforming the confectionery landscape worldwide. The “Dubai chocolate” phenomenon, characterised by its indulgent milk chocolate shell, pistachio-tahini cream filling and crispy kadayif strands, is evolving beyond bars into milkshakes, croissants, ice cream and more.
First launched by Fix Dessert Chocolatier in 2021, the original bar gained viral fame by 2023 and has since inspired countless spin-offs. Global brands and small bakeries alike are experimenting with the format, offering fillings that range from peanut butter and jelly to matcha.
“I don’t call this a ‘trend’ anymore, it’s a whole new thing,” said Din Allall of The Nuts Factory, which now carries 12 flavours of Dubai chocolate alongside dates, coated nuts, parfaits and even a 24-karat gold edition.
The craze has also triggered tangible supply effects. Iranian producers have cited the “explosive surge in demand fueled by the viral ‘Dubai chocolate’ TikTok trend” as a driver of a pistachio shortage. Meanwhile, Google search interest in “Dubai chocolate” surged early this year and has remained elevated.
Retailers from Trader Joe’s to Lindt have jumped into the fray. Lindt released a Dubai-style bar in Australia earlier this year, featuring 45 percent pistachio filling, kadayif pastry, and nut brittle. Some Australian stores reported no supply shortages so far, despite strong consumer demand.
Observers say what sets Dubai chocolate apart is not just flavor but texture. “The chocolate is soft and melty, and the filling is creamy, and then the crunch of the kadayif. It’s all about the texture,” said Erica Lefkowits in Dublin.
Still, questions remain about long-term sustainability. Can such richly layered products scale economically? Who will control branding and authenticity as imitators proliferate? In Australia, the launch of Lindt’s version marks one of the earliest local entries into the trend.
As Dubai chocolate branches into confections beyond its original bar form, its influence is resonating from Dubai to Melbourne and beyond.
Paraluman P. Funtanilla
Paraluman P. Funtanilla is Tutubi News Magazine's Marketing Specialist and is a Contributing Editor. She finished her degree in Communication Arts in De La Salle Lipa. She has worked as a Digital Marketer for start-up businesses and small business spaces for the past two years. She has earned certificates from Coursera on Brand Management: Aligning Business Brand and Behavior and Viral Marketing and How to Craft Contagious Content. She also worked with Asia Express Romania TV Show.
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
