The Dubai chocolate bar has skyrocketed in popularity on social media, captivating chocolate lovers worldwide. Created by UAE-based Fix Dessert Chocolatier, this indulgent treat combines creamy pistachio with crispy kataifi, all wrapped in smooth milk chocolate.
As the original bar is handmade, it remains exclusively available in the UAE. However, its popularity has led international brands to develop their own versions. Even Swiss chocolate giant Lindt has introduced a similar product, further intensifying the craze.
Resale Prices Skyrocket Across Europe
With supply failing to keep up with demand, resellers in Europe are capitalizing on the trend. In Portugal, bars initially priced at €4.99 in supermarkets like Lidl are now being resold online for up to €20. On platforms such as OLX and Vinted, listings range from €5 to €50, according to Portuguese outlet Expresso.
A Lindt employee revealed to NiT that their version sold out within just 40 minutes. Long queues and bulk buyers have become common, with many customers unable to purchase the product before stocks run out.
Supermarkets across Europe, including in the UK, Germany, and France, have begun selling Dubai-style chocolate bars. However, legal issues have arisen. A Cologne court ruled that Aldi Germany could not market its version as “Dubai chocolate” unless it was produced in the UAE. Aldi’s product was manufactured in Turkey.
The phenomenon has also sparked spin-offs, such as Dubai Chocolate Bar-inspired cakes, which are gaining popularity in bakeries and cafés.
Demand Outpaces Supply as Hype Grows
Sarah Hamouda, founder of Fix Dessert Chocolatier, shared with CNN that the company now receives approximately 100 orders per minute—up from just six or seven per day.
With original bars being hard to find, TikTok creators have stepped in to fill the gap. Many influencers are sharing DIY recipes, fueling the frenzy even further.
The original bar, officially named “Can’t Get Knafeh Of It,” is priced at AED 68.25 (€17.20). Its high cost reflects the premium ingredients, including Swiss or Belgian chocolate, pistachios, and knafeh, as well as its handmade production process.
Scarcity and social media virality have propelled Dubai chocolate to one of the most sought-after sweet treats globally. With demand showing no signs of slowing down, the trend is expected to continue shaping the international confectionery market.