DUBAI (The Thursday Times) — Dubai, known for its luxury and innovation, has recently found itself at the centre of a new culinary trend – the viral Dubai chocolate bar. This sweet treat has garnered massive attention on social media, particularly on TikTok and Instagram, where videos of its gooey texture and rich pistachio filling have attracted millions of views. In this article, we will dive into what makes this chocolate bar so special, where it originated, and how you can get your hands on one.
What is the ‘viral’ Dubai chocolate bar?
The viral Dubai chocolate bar is an indulgent treat featuring a smooth milk chocolate shell, stuffed with a rich and creamy pistachio filling, complemented by crispy knafeh (a Middle Eastern pastry made from shredded phyllo dough). This unique combination of flavours and textures, with the nutty pistachio, sweet tahini, and crunchy knafeh, has made the bar a favourite for both food enthusiasts and dessert lovers.
The chocolate bar first rose to prominence when Fix Dessert Chocolatier, a boutique confectionery based in Dubai, introduced it to the market. Although Fix Dessert has been around since 2021, it wasn’t until 2024 that their knafeh-pistachio chocolate bar went viral, thanks to influencer reviews and countless ASMR-style videos of people breaking open the bar to reveal its luscious filling.
Why is the Dubai pistachio chocolate bar so popular?
A key part of the Dubai chocolate bar’s appeal lies in its sensory experience. The contrasting textures—crunchy knafeh, smooth pistachio butter, and the delicate milk chocolate coating—make it not only delicious but also visually enticing. This has led to its popularity on platforms like TikTok, where users enjoy showcasing the gooey interior and vibrant green pistachio filling.
The limited availability of this treat has further heightened its allure. Fix Dessert Chocolatier only releases two small batches per day, which sell out almost immediately. This scarcity, combined with its online buzz, has made it a highly sought-after item, with people across the globe trying to get their hands on one.
Where can you buy the Dubai chocolate bar?
If you’re in Dubai, the best way to purchase the viral chocolate bar is through the Deliveroo app, where it’s available for delivery. The bars are released at 2 p.m. and 5 p.m. daily, but stock moves fast, so it’s best to be ready to order as soon as they go live. A box of six bars typically costs around AED 385, making this treat a bit of a luxury splurge, but one that’s well worth it.
For those not in Dubai, there are a few alternatives. Some shops in the U.S. have started importing the bars, such as The Nuts Factory in New York. However, availability is still limited, and it’s best to call ahead or monitor their inventory closely to snag one before they sell out.
Additionally, various other Dubai-based chocolatiers and dessert shops have started offering their own takes on the viral knafeh-pistachio chocolate bar. Chocoart UAE offers a budget-friendly alternative at AED 20 per bar, while Break by Mara and Kadayifzade provide similarly gooey, pistachio-filled options. Noon’s Minutes service has also concocted their own version of the bar, with pistachio and hazelnut varieties.
Why you should try it
Beyond the social media hype, the viral Dubai chocolate bar delivers an unforgettable taste experience. Combining the rich culinary traditions of the Middle East with premium chocolate, this bar is a must-try for anyone with a sweet tooth or a love for unique desserts. Whether you’re in Dubai or lucky enough to find one abroad, the viral chocolate bar promises to satisfy your cravings and provide a little taste of Dubai’s vibrant food culture.
