The Rise of Dubai-Style Chocolate
Dubai is no stranger to setting global trends, and when it comes to culinary innovations, the city continues to push the boundaries of taste and luxury. Having lived in Dubai for five years, I’ve had the privilege of witnessing firsthand how certain trends emerge and take the world by storm. As a longtime admirer and follower of the Crown Prince of Dubai, Sheikh Hamdan, I remember when he first posted about the Dubai chocolate brand around November 2024. At the time, it was a niche product, embraced mainly by those who knew the rich tradition of Middle Eastern confectionery. Seeing the brand grow to its current global status isn’t surprising—especially with Dubai’s ability to turn local brilliance into international sensations.
Waitrose, a British supermarket chain with a well-established presence in Dubai, has played a significant role in bringing this now-viral chocolate to mainstream shelves. Despite its UK origins, Waitrose has become a household name in Dubai, known for stocking premium and in-demand products. Its strategic positioning and commitment to catering to global trends have made it one of the first major retailers to embrace the Dubai-style chocolate phenomenon.
The Birth of Dubai-Style Chocolate
The origins of this indulgent treat trace back to 2021 when Dubai-based chocolatier Fix Dessert introduced the "Can't Get Knafeh Of It" bar. This innovative creation combined crispy knafeh, pistachios, and tahini paste, setting the stage for a viral sensation. Social media platforms, particularly TikTok, quickly picked up on it, with food influencers and ASMR enthusiasts sharing videos that propelled the hashtag #dubaichocolate to over 300,000 posts. This digital buzz put the spotlight on the unique blend of Middle Eastern flavors infused with classic chocolate craftsmanship.
Lindt’s Entry into the Dubai Chocolate Trend
Recognizing the rising popularity of Dubai-style chocolate, Swiss chocolatier Lindt launched its own version in December 2024. The Lindt Dubai Style Chocolate bar features 45% pistachio, topped with crispy kadayif pastry, all enveloped in smooth milk chocolate. Initially available only in select Lindt stores across the UK, including Bicester Village and Bluewater, the product was an instant hit. By March 2025, Lindt expanded its distribution to major retailers such as Sainsbury's, Waitrose, and Ocado to meet the growing demand.
For those of us who had been watching its rise from the beginning, this level of success was inevitable. Dubai has always had a way of blending traditional heritage with modern innovation, and this chocolate is a perfect example of that fusion.
Waitrose’s Role in Expanding the Market
As one of the leading retailers in Dubai, Waitrose has long been associated with premium-quality products. It wasn’t surprising when they jumped on the Dubai-style chocolate trend, ensuring that their customers had early access to this viral treat. The response was overwhelming.
In the UK, where Waitrose also has a strong presence, the chocolate bars have been flying off the shelves, leading some supermarkets to impose purchase limits. Waitrose, for instance, implemented a two-bar per customer limit due to the overwhelming demand. Other retailers also joined the trend, with Lidl launching a similar product at £3.99 and Home Bargains introducing "Dubites," bite-sized Dubai-style chocolates, at the same price point.
The Cultural Influence Behind Dubai-Style Chocolate
The reason Dubai-style chocolate has resonated with so many people goes beyond just taste—it’s about culture and tradition. Pistachios, a staple in Middle Eastern desserts, provide a rich, nutty flavor, while kadayif pastry adds a delicate crunch. Wrapped in premium Swiss milk chocolate, the combination offers a multisensory experience that is both nostalgic and modern.
For those who have lived in Dubai or visited the city, this chocolate represents more than just a sweet treat—it’s a tribute to the vibrant flavors of the Middle East, packed into a bar that can now be enjoyed worldwide.
Social Media’s Role in Its Popularity
Beyond taste, the visual appeal of Dubai-style chocolate has significantly contributed to its viral status. The vibrant green pistachios, golden kadayif pastry, and glossy milk chocolate make it a photogenic delight. Food bloggers and influencers have played a crucial role in amplifying its popularity, with social media channels flooded with unwrapping videos, taste tests, and ASMR recordings of the crunch.
Final Thoughts
Seeing the Dubai-style chocolate rise from a niche product to a global trend has been a fascinating journey. With Sheikh Hamdan’s initial endorsement and Dubai’s reputation for setting luxury food trends, its widespread success was only a matter of time. The strategic partnerships between brands like Lindt and retailers like Waitrose have only solidified its position in the international market.
As Dubai continues to innovate and shape global consumer trends, this chocolate is a testament to how cultural heritage can blend seamlessly with modern marketing to create something truly extraordinary.
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