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Few viral food sensations have captured the attention of the internet – and the global F&B industry – quite as explosively as Dubai chocolate.

Arguably the biggest social media food trend we’ve seen within the last couple of years, Dubai chocolate was first created back in 2021 by Sarah Hamouda, co-founder of Fix Dessert Chocolatier in Dubai. The rich milk chocolate bar, which contains a creamy pistachio and tahini filling with crunchy knafeh pastry, was launched by Fix under the name ‘Can’t Get Knafeh of It’. In December 2023, the sweet treat went viral after TikTok influencer Maria Vehera shared a video of herself enjoying the bar, quickly amassing hundreds of millions of views and sparkling a global Dubai chocolate frenzy.

Throughout 2024 and 2025, the buzz has continued with no signs of stopping. Numerous businesses across the food industry – from small start-ups to huge international household brands and retail chains – have jumped in to offer their own take on the Middle Eastern-inspired confectionery. Chocolate giant Lindt, as well as supermarkets Aldi and Lidl, have developed their own versions of the bar.

‘Dubai chocolate-style’ products have since transcended the chocolate bar aisle and made their way into other food categories in retail, such as ice cream, biscuits and beverages. The hype has supercharged innovation, sparked discussion around trademarking challenges, and is even thought to have fuelled a global pistachio shortage.

With the premium chocolate trend continuing to drive new launches across the sector this summer, we take a look at some of the latest Dubai chocolate-style innovations to debut in 2025.

💚 Aldi's ice cream tubs and mochi 💚

Retailer Aldi brought the Dubai chocolate trend into the UK frozen foods aisle with the launch of its Dubai Chocolate Style Ice Cream, introduced in April. The tubs contain a rich milk chocolate ice cream with crunchy pistachio pieces, described as offering a 'wafer-like' texture amid the 'decadent' creamy ice cream.

In July, the retailer then jumped on the trend once again to deliver what it claimed to be another UK-first: Dubai Chocolate Style Mochi. The dessert combines ice cream wrapped in Japanese mochi dough with the trending Middle Eastern pistachio chocolate, capitalising on the growing popularity of both culinary trends and tapping into rising consumer interest in global food fusion products. Soft pistachio ice cream is encased in a sweet cocoa rice dough, complemented by crunchy Kataifi pastry, with Aldi selling the luxurious treats for £3.99 per box of six.

💚 Cartwright & Butler's chocolate truffles 💚

Cartwright & Butler's Dubai Style Truffles, launched in July, feature a combination of creamy pistachio ganache and knafeh crunch, all encased in a milk chocolate shell and topped with a vibrant yellow and green drizzle. Priced at £18, these truffles are positioned as both a luxurious gift option and an indulgent after-dinner treat.

The initial rollout included prominent retailers such as John Lewis, Moonpig, World Duty Free, WH Smith Travel and Fenwick, with additional listings planned for Liberty London, William Sonoma, Brown Thomas in Ireland and El Corte Inglés in Spain, among others.

💚 Kenco's instant lattes 💚

Jacobs Douwe Egberts Peet’s-owned coffee brand, Kenco, launched its new Iced/Hot Dubai Chocolate Style Latte in June. The product was designed to tap into the growing popularity of flavoured coffee among younger consumers while bringing the viral food trend into the retail coffee space.

The new latte, priced at £1.99, promises to deliver a blend of pistachio and chocolate flavours, topped with a frothy finish to appeal to the next generation of coffee drinkers. As the demand for convenient at-home coffee options rises, Kenco's product aims to meet the needs of consumers aged 16-24, who are increasingly seeking both quality and convenience in their beverage choices.

The beverage can be enjoyed hot or iced throughout the year, positioning the product as a convenient option that caters to multiple consumption occasions.

💚 Fox's Burton's Companies' biscuits 💚

Fox’s Burton’s Companies (FBC) UK unveiled its own take on the food trend in July, under its Fox’s Chocolatey brand.

Fox’s Chocolatey Dubai Style Indulgent Creams feature a chocolate-encased shortcake with a creamy centre and crispy real pistachio filling. FBC said it is the first major biscuit manufacturer to bring a biscuit of this kind to retailers. Charlotte Hunt, marketing controller at FBC, said the company discussed the Dubai chocolate biscuit product concept just a few months ago, with its cross-functional team working 'at pace' to bring the new SKU to market.

The product launched initially at Tesco stores from 16 July, priced at £2.35, with all other major retailers following this month.

💚 The Drinks Bureau's espresso martinis 💚

RTD cocktail brand The Drinks Bureau launched what it claims is the world’s first Dubai chocolate style espresso martini in a can, debuting exclusively in Morrisons UK supermarkets last month for a limited time until stocks last.

The limited-edition cocktail combines vodka and dark roast coffee with notes of chocolate and pistachio. It is described as a ‘rich, smooth and nutty’ twist on the classic espresso martini cocktail. At 8% ABV in a 200ml serving, the drink is mid-strength and ready to serve, with no ice or cocktail shaker needed. It launched at a price of £2.50 per can.

💚 Co-op's brownies 💚

UK retailer Co-op brought the viral trend into its in-store bakeries with the launch of the limited-edition Irresistible Dubai Style Pistachio Brownie.

Claimed to be ‘the first of its kind from any major UK high street retailer,’ the chocolate brownie features a rich Fairtrade chocolate base, topped with a layer of crunchy pistachio and kadaif filling and finished with a layer of milk chocolate and pistachio nibs.

Co-op said its offering stands out from other ‘Dubai chocolate’ products on the market due to its lower price, launching for £1.50 per 80g brownie. It was also launched as part of Co-op’s lunchtime meal deal offerings, where it could be chosen as a side.

The brownie launched across the convenience retailer’s bakeries on 18 August, for a limited time across 2,400 UK stores.

💚 Forest Feast's chocolate-coated dates 💚

Forest Feast's Dubai chocolate-inspired Pistachio Crisp Milk Chocolate Dates, unveiled in July, feature sweet dates filled with creamy pistachio nut butter and crispy wafer, all enveloped in rich Belgian milk chocolate.

The brand said the launch aligned with its strategy to deepen its market presence and respond to evolving consumer preferences. The indulgent snacks are handcrafted at Forest Feast's manufacturing facility in County Armagh, Northern Ireland.

The new chocolate date products launched in Morrisons on 21 July, followed by availability in Waitrose, Boots, Ocado and other retailers starting this month. The recommended retail price is set at £4.35 for a 140g package.