A new global sensation, Dubai Chocolate, has taken the world by storm, including South Korea, Germany, Turkey and Malaysia. The Dubai Chocolate Bar is actually a fairly simple combination of three components: pistachio, crispy kataifi (kunafa/knafeh) and chocolate. Knafeh is a crispy, shredded phyllo dough that adds a unique texture.
The trend first emerged following the outburst in popularity of Dubai-based Fix Dessert Chocolatier’s “Can’t Get Knafeh of It“. The bar features crispy kataifi, pistachio and tahini paste, all wrapped up in a casing of milk chocolate.
We have seen many variations emerged in South Korea with convenience store operators such as GS 25 and 7-Eleven cashing in on the craze with Dubai chocolate-inspired private label products such as macaron pie, bread pudding, sandwich, chocolate and even ice cream.
Middle Eastern chocolate brands such as Vlinder Chocolate is also offering six flavours including Crispy Kunafa & Pistachio in South Korea.
In Germany, Lindt has launched the limited edition Dubai Chocolate where only 1,000 bars are available. The Lindt Maîtres Chocolatiers take consumers on a journey into the astonishing, luxurious world of Dubai Chocolate, where tradition and innovation merge.
In Malaysia, artisan ice cream maker Inside Scoop has released Pistachio Kunafa Chocolate Ice Cream Bar layered with crispy pistachio kunafa and coated with velvety dark chocolate, which is now out of stock. Cocoraw’s Pistachio Kunafa Chocolate, first launched in May 2024, is also out of stock at the time of writing.
Riding on the wave of Dubai chocolate’s popularity, brands may explore incorporating this flavour into their everyday product lines, moving it from a premium treat to a more accessible indulgence. This could also be a strategic move to introduce a novel flavour for the upcoming Ramadan season.
Brands are expanding the Dubai chocolate flavor profile into various product categories, including beverages, ice cream, and spreads.
Another consequence of the Dubai chocolate trend is the increased popularity of pistachio flavor, a key ingredient in many of the trending Dubai chocolates.
