Inside The Dubai Chocolate Boom And The Factories Racing To Keep Up

Key Concepts

• Dubai Chocolate Bar: A dessert chocolate bar originating in Dubai, characterized by its combination of textures and Middle Eastern flavors like kunafa and pistachio.
• Viral Trend: The rapid and widespread adoption of the Dubai Chocolate Bar, leading to numerous spin-offs globally.
• Kafei (Kataifi): A traditional Middle Eastern pastry made of shredded dough, a key ingredient in the Dubai Chocolate Bar.
• Intellectual Property & Trademarks: The legal considerations surrounding the replication of the Dubai Chocolate Bar, including the lack of trademark protection for the name and recipes.
• Supply Chain Impact: The increased demand for ingredients like pistachios and cocoa, and the effects of climate change on their availability and pricing.
• Social Media Influence: The role of platforms like TikTok and Instagram in driving the trend and creating demand for visually appealing, “Instagrammable” products.

The Rise of the Dubai Chocolate Bar: From Craving to Global Phenomenon

The Origin & Initial Growth

The Dubai Chocolate Bar began as a pregnancy craving for Sara Hammuda in 2021. Inspired by Middle Eastern desserts like kunafa, she and her husband created “Can’t Get Kafi Off It,” a chocolate bar featuring unique textures and flavors. Initially sold from their home, the business experienced explosive growth after a video featuring the bar, posted by Maria, went viral, garnering over 100 million views. This led to overwhelming demand, with Fix Dessert Chocolatiers now producing over 500 bars daily, sold for approximately $18 (around double the price of a Cadbury Fruit and Nut bar) through a single delivery app in the UAE.

Legal Landscape & Replication

The rapid spread of the trend prompted numerous businesses worldwide to create their own versions of the Dubai Chocolate Bar. However, the original concept is largely unprotected legally. The term “Dubai Chocolate” is considered a generic geographic term, similar to “New York Cheesecake” or “French Baguette,” and therefore cannot be trademarked. Recipes, unlike artistic works, are also not protected by intellectual property laws, allowing for legal replication as long as the original recipe remains a trade secret. Companies like Lindt and Trader Joe’s, as well as Bulci in Turkey, have successfully launched their own “Dubai style” bars. Bulci, for example, now produces 1.2 to 1 million pieces (50 tons) daily, having launched in June 2024 and seen a 400% sales increase.

The Turkish Production Model: Bulci’s Industrial Scale

Bulci’s factory demonstrates a highly automated production process. The process begins with high-tech cameras inspecting mold cleanliness, followed by heating the molds to 78°F for optimal chocolate spreading. A “one-shot system” deposits the chocolate and pistachio filling, prioritizing high-quality ingredients – specifically, using only pistachio for coloring and flavoring, unlike competitors who may use artificial alternatives. Vibration machines ensure even distribution and remove air bubbles, and a cooling tunnel lowers the temperature to 57°F before packaging. Approximately 60% of Bulci’s production is exported to 72 countries, including the US, where it’s sold through Amazon, Walmart, and local grocery stores. They currently offer at least five different flavors.

Ingredient Sourcing & Supply Chain Challenges

The success of the Dubai Chocolate Bar has significantly impacted the supply chain for key ingredients. Bulci sources its chocolate from Barry Callebaut, a Swiss-Belgian company and the world’s largest chocolate maker, utilizing liquid chocolate stored in tanks holding up to three tons. The cocoa beans are primarily sourced from West Africa, which produces 70% of the world’s cocoa. However, in 2024, coinciding with the trend’s peak, global cocoa prices reached record highs, exceeding $12,000 per ton – nearly triple the previous year’s price. This spike is attributed to the climate crisis, with extreme weather in West Africa causing smaller cocoa harvests.

Similarly, demand for shredded filo (kafei) has surged. KTOS Foods, a second-generation Greek business in New Jersey, experienced a significant increase in sales, becoming one of their bestsellers. Their traditional filo dough is made from flour and water, without yeast, and produced using both traditional and modern methods, now operating two production lines running 24/7, yielding 250 lbs of batter per hour.

The Role of Pistachio Cream & Supply

Pistachio cream, another crucial component, has also seen increased demand. Pepper Tux Farms, a New Jersey-based producer, tripled their online sales overnight when the Dubai Chocolate Bar went viral. They source their pistachios primarily from Turkey, specifically the Gazianep province, known for its ideal growing conditions. The farm utilizes hand-picking methods, but faces challenges with inconsistent yields due to the naturally alternate-bearing nature of pistachio trees and the impact of climate change, including a frost in March that significantly reduced this year’s harvest. They produce approximately 1-1.5 million jars of pistachio cream annually, selling for around $10 for a 7oz jar through retailers like Wegmans, Whole Foods, and Costco.

Restaurant Adaptations & Trend Expansion

The trend has extended beyond chocolate bars, influencing restaurant menus. Shake Shack launched a Dubai Chocolate-inspired milkshake, requiring a rapid supply chain overhaul to source equivalent quality ingredients in the US. The rollout to New York, LA, and Miami was one of their fastest ever. Orwasher’s Bakery in New York City also created a Dubai Chocolate croissant, incorporating Pepper Tux Farms’ pistachio cream and toasted kafei, which has become more popular than their traditional almond croissant.

Social Media & Influencer Impact

Social media, particularly TikTok, has been instrumental in driving the trend. TikTok views with the hashtag #DubaiChocolateBar increased by over 500% between 2024 and March 2025. Influencers like Vanessa Leang in Canada have even started making and selling their own premium versions of the bar, leveraging the visual appeal and ASMR qualities of the product. Vanessa’s bars, featuring gold chocolate and turmeric-infused kafei, sell for up to $125 each. The exclusivity and “Instagrammability” of these products contribute to their premium pricing and demand.

Future Outlook & Original Creator’s Perspective

Fix Dessert Chocolatiers continues to expand, launching pop-up shops in locations like Dubai Airport, selling over 1.2 million bars in April 2025 alone. Sara Hammuda emphasizes her commitment to supporting other local and homegrown brands, remembering the impact of early support on her own business. She views the replication of her creation as “flattering” and welcomes the diverse interpretations of the Dubai Chocolate Bar. The trend is expected to continue as long as consumer interest remains, with many businesses treating it as a seasonal item.

Conclusion

The Dubai Chocolate Bar’s journey from a personal craving to a global phenomenon highlights the power of social media, the importance of unique flavor combinations, and the complexities of supply chains in a trending food market. While legal protections are limited, the original concept’s influence is undeniable, inspiring countless variations and driving demand for key ingredients like pistachios and kafei. The story demonstrates how a simple idea, amplified by online platforms, can create a significant impact on businesses and consumers worldwide.