A new trend in chocolate is taking over the world, with US companies like Shake Shack and Crumbl quickly jumping on board with limited-edition spinoffs. Meanwhile, international manufacturers have created dozens of similar products sold at major retailers.
The idea for Dubai-style chocolate bars was born out of Fix Dessert Chocolatier founder Sarah Hamouda’s pregnancy cravings in 2021. The original bars combine pistachio cream, shredded phyllo dough, and tahini, making them look like a dessert in a chocolate bar.
In December, the bars went viral on social media, with orders increasing from one per week to 10-15 per day. Today, Fix bars are available in Dubai and sold through local delivery service Deliveroo, with over 1.2 million bars sold at Dubai International Airport’s Duty-Free shop in April, generating $22 million in sales.
However, the UAE is not part of the international trademark treaty, making it easy for companies to create knockoffs. As a result, manufacturers like Lindt and Shake Shack have launched their own limited-edition Dubai chocolate products, while others are experimenting with similar flavor combinations.
Nuts Factory, a New York City-based store, claims to be the first company to make a duplicate of the bar in the city, selling over 5,000 daily after initially struggling to meet demand. Other companies, including Trader Joe’s, have followed suit, offering affordable versions of the trend at $3.99 per bar.
According to food service consulting firm Technomic, chocolate-pistachio flavor combinations on restaurant menus increased by 22.3% between 2023 and 2024, suggesting that the Dubai chocolate craze is here to stay for now.
Source: https://www.cnbc.com/2025/05/31/walmart-shake-shack-trader-joes-dubai-chocolate.html