Some flavor crazes flirt with us and fade. Others stay and make themselves at home.
It’s too soon to tell for sure, but the Dubai chocolate movement seems to have put down roots and is spreading at a brisk clip. The sweet flavors and thick texture that have made Dubai chocolate bars a hit are morphing into other kinds of confections too.
Let’s back up for a minute. The original and now-classic Dubai chocolate bar was created by Fix Chocolatier in the United Arab Emirates in 2021, and by 2023 had exploded on social media. Rich and indulgent, it features a thick, milk chocolate shell usually encasing a creamy pistachio (and often tahini) filling mixed with crispy, shredded, phyllo-like pastry called kadayif.
Global brands and small bakers alike are riffing on the concept, translating it to croissants, milkshakes and more. Fillings range from peanut butter and jelly to s’mores to matcha.
The craze has even contributed to a pistachio shortage this year, the Iranian nut producer Keinia has reported. It said the primary reason for the shortage is “the explosive surge in demand fueled by the viral ’Dubai chocolate’ TikTok trend, compounded by underlying supply constraint.”
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#APPhoto by Daniel Niemann, File
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