Welcome to this week's edition of the GRATE Newsletter!
Every so often, a food trend emerges that captures the imagination (and cravings) of people everywhere - right now, that honour belongs to the Dubai Chocolate Bar. This viral sensation was first created by Fix Dessert Chocolatier, blending silky milk chocolate with pistachio cream and crispy knafeh, a nod to the Middle East’s rich dessert heritage. What started as a local indulgence quickly took over social media, sparking a wave of copycats and creative spins from chocolatiers and big brands worldwide.
This week, I’m taking a closer look at how this chocolate bar became a global obsession and the brands jumping on the trend. From limited-edition releases to unexpected mashups, it’s proof that when flavour, texture, and nostalgia collide, the results can be irresistible.
As always, enjoy the read, and let me know what your business is doing to capitalise on this trend,
Annie x
The Original Dubai Chocolate Bar
It all started with Fix Dessert Chocolatier’s ‘Can’t Get Knafeh of It’—a decadent fusion of silky milk chocolate, rich pistachio cream, and crispy knafeh that perfectly captured the flavours of the Middle East. What began as a boutique indulgence in Dubai quickly became a viral sensation. In December 2023, Dubai-based influencer Maria Vehera shared an ASMR-style TikTok video featuring herself enjoying the "Can't Get Knafeh of It" bar from Fix Dessert Chocolatier. This video garnered over 100 million views, captivating audiences with the bar's unique combination of milk chocolate, pistachio cream, and crispy knafeh. The visual and auditory appeal of the gooey, crunchy treat resonated with viewers, leading to a surge in demand. As a result, Fix Dessert Chocolatier's products began selling out within minutes of release, and numerous imitators and DIY versions emerged worldwide, further fuelling the trend.
The Datery, UK
The Datery, a UK-based luxury chocolatier, has introduced their own rendition: the Pistachio Kunafa Milk Chocolate Bar. This handcrafted treat features a luxurious milk chocolate exterior filled with a rich pistachio crème and crispy kunafa—a delicate, shredded filo pastry that adds a satisfying crunch. The kunafa is lightly toasted and blended into the pistachio crème, creating an indulgent filling. Each bar is meticulously hand-decorated by master chocolatiers, ensuring it is as visually stunning as it is delicious. The Datery's adaptation not only pays homage to the original but also showcases their commitment to quality and innovation in confectionery.
Sugar Plum Confectionery, Ireland
In Mullingar, Ireland, Sugar Plum Sweetery has embraced the Dubai chocolate bar trend with their handcrafted version, featuring a luscious filling of toasted kataifi pastry, pistachio cream, and tahini, all enrobed in smooth milk chocolate. The overwhelming demand for this indulgent treat has led to extended delivery times of up to 12 business days, as the artisan chocolatier strives to keep pace with orders. This surge in popularity underscores the global appeal of Middle Eastern-inspired confections and highlights Sugar Plum Sweetery's success in capturing the market's craving for innovative, high-quality sweets.
NotCo, USA
NotCo is taking the Dubai chocolate trend in a bold new direction with its Dubai Style NotSquare, a plant-based, dairy-free twist on the viral treat. Featuring the signature pistachios and knafeh encased in a vegan chocolate coating, this limited-edition bar offers a rich, indulgent experience—without the dairy or added sugar. With seven grams of protein, it also caters to nutrition-conscious consumers, proving that indulgence and innovation can go hand in hand. While availability is still under wraps, this is sure to be a must-try for those craving a plant-based take on the global sensation.
Flair, UK
Flair's Pistachio Kunafa Dubai Chocolate Cake Bar exemplifies innovation by blending traditional Middle Eastern flavours with modern confectionery. This indulgent treat features a rich pistachio filling, crispy kunafa, and moist chocolate cake, all enrobed in luscious chocolate. By combining these elements, Flair not only capitalizes on the viral Dubai chocolate trend but also offers a unique fusion that appeals to both Eastern and Western palates. Its availability in over 400 stores and international markets, including the UK, underscores its widespread appeal and the brand's commitment to delivering innovative dessert
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