Dubai chocolate became one of the biggest food trends in the world in 2024 - and by 2026 it is impossible to imagine supermarket shelves and confectioneries without it. But what exactly is Dubai chocolate, what is it made of, where does the hype come from and why is it often so expensive? This guide answers all the key questions - compact and easy to understand.
Contents
What is Dubai chocolate? The short answer
Dubai chocolate is a filled chocolate bar with a creamy pistachio cream and crispy, roasted kadayif (very fine pastry strands, also called "kataifi" or shredded filo). The filling is often rounded off with a little tahini (sesame paste), which gives the whole thing a nutty, savoury depth.
What makes it special is the contrast: smooth, melting chocolate on the outside, a velvety pistachio cream on the inside - and right in the middle the distinctive crunch of the roasted kadayif. It is precisely this interplay of soft and crispy that defines the appeal of Dubai chocolate.
Origin: Fix Dessert Chocolatier
Dubai chocolate was invented by the confectionery Fix Dessert Chocolatier in Dubai. The original bar is sold under the memorable name "Can't Get Knafeh of It" - a play on the Middle Eastern dessert knafeh, which also works with fine pastry strands.
The first bars came onto the market around 2022/2023 - initially as a local niche product for lovers of Middle Eastern sweets. The big breakthrough came a little later, when the product gained worldwide attention via social media.
Why did it go so viral?
In 2024 Dubai chocolate went viral on TikTok - above all through videos in which the bar is broken apart and the crispy kadayif snaps audibly. Two factors made it the perfect social media product:
- ASMR crunch: The audible crunch when biting and breaking the bar is tailor-made for sound-focused food videos.
- Looks: The vibrant green pistachio core that becomes visible when the bar is broken open is extremely photogenic and instantly recognisable.
This combination of sound and image generated millions of views, long queues outside confectioneries and a worldwide wave of copycat products - which today are mostly sold as "Dubai-style chocolate".
Taste & texture
In terms of flavour, pistachio dominates: creamy, nutty and mildly sweet. The chocolate (usually milk chocolate) brings melt and sweetness, while the tahini adds a subtle, almost savoury sesame note that keeps the whole thing from being overly sweet.
The real star, however, is the texture: while the chocolate and pistachio cream melt in the mouth, the roasted kadayif delivers a lasting, fine crunch. This shift between soft and crispy in a single bite is what sets Dubai chocolate apart from a classic pistachio praline.
The ingredients in detail
Despite the many variations, every genuine Dubai chocolate is based on the same three core components:
1. Chocolate
The shell usually consists of milk chocolate, occasionally also dark or white chocolate. It forms the melting outer layer and holds the filling together. How the inside becomes a finished bar is shown in our Dubai chocolate recipe.
2. Pistachio cream
The heart of the bar is a pistachio cream - a spreadable paste made from ground pistachios. The pistachio content largely determines quality and price. What pistachio cream is exactly and what matters most is explained in our article pistachio cream.
3. Roasted kadayif
The crunch comes from kadayif (kataifi): fine pastry strands that are roasted golden-brown in butter and mixed into the pistachio cream. Everything about this ingredient is covered in the article What is kadayif?.
On top of this there is frequently tahini (sesame paste), which gives the filling smoothness and a nutty, savoury note.
| Component | Function | Typical ingredient |
|---|---|---|
| Shell | melt & sweetness | milk chocolate |
| Cream | flavour & creaminess | pistachio cream |
| Crunch | crispy texture | roasted kadayif |
| Depth | nutty, savoury note | tahini (sesame) |
Why is it so expensive? & availability
Original bars and high-quality Dubai chocolate are often priced well above classic bar chocolate. There are several reasons for this:
- High pistachio content: good pistachio cream is an expensive raw-material component.
- Handwork: roasting the kadayif, mixing the filling and filling the bars is labour-intensive.
- Limited availability: the original bars from Dubai were initially available only in small quantities.
The early scarcity in particular fuelled the hype even further. By now (2026) Dubai-style chocolate is more widely available thanks to numerous manufacturers - the price range goes from cheap discounter versions to premium bars with a particularly high pistachio content.
Dubai chocolate in retail 2026
What began as a viral online trend is, in 2026, a permanent part of the assortment in grocery retail, foodservice and convenience. Pistachio and Dubai-style are seen as consistently high-demand flavours - with a high repeat-purchase rate and strong shelf visibility.
Dubai-style for the trade
Are you a buyer and want to list the trend? With Los Bubos, VOVAN Global offers a Dubai-style chocolate for B2B wholesale. How the trend pays off on the shelf is shown in our wholesale analysis for grocery retail.
Discover Los Bubos → Register as a Retailer
Frequently asked questions about Dubai chocolate
What is Dubai chocolate?
A filled chocolate bar with creamy pistachio cream and crispy, roasted kadayif (kataifi), often with a little tahini. Its hallmark is the contrast between melting chocolate and an audible crunch.
What is Dubai chocolate made of?
From chocolate (usually milk chocolate) and a filling of pistachio cream and roasted kadayif, frequently supplemented with tahini (sesame paste).
Where does the trend come from?
From Fix Dessert Chocolatier in Dubai, sold as "Can't Get Knafeh of It". In 2024 the product went viral through a TikTok video.
What is kadayif?
Very fine, thread-like strands of dough from Middle Eastern cuisine (also kataifi or shredded filo). For Dubai chocolate they are roasted golden-brown in butter - that provides the crunch.
Why is it so expensive?
Because of the high share of high-quality pistachio cream, the labour-intensive handwork and the temporarily limited availability of the original bars.
Where can you buy Dubai chocolate?
In 2026 in many supermarkets, confectioneries and online. For the trade, VOVAN Global offers a Dubai-style chocolate in B2B wholesale with Los Bubos.