Viral ‘Dubai-style’ chocolate bars now on shelves of TWO major UK shop chains.

The world of chocolate has seen a significant shift in recent months with the rise of “Dubai-style” chocolates, which combine indulgent flavors inspired by Middle Eastern desserts. The trend, which started in Dubai, has now crossed borders and become a viral sensation, captivating chocolate lovers globally. Two of the UK’s biggest retailers, Marks & Spencer and Iceland, have jumped on the bandwagon by offering their own versions of this viral treat. With an influx of new products hitting the shelves, both retailers are hoping to satisfy the growing demand for this decadent dessert inspired by the flavors of the Middle East.

The Dubai Chocolate Phenomenon

Dubai has long been a hub for luxury, innovation, and extravagant desserts, and it’s no surprise that the city’s rich culinary culture has made its mark on the chocolate world. Dubai-style chocolates are typically made using ingredients inspired by Middle Eastern flavors like pistachio, dates, and kadayif—a shredded pastry often used in desserts. These chocolates combine the richness of milk or dark chocolate with these traditional ingredients, creating a luxurious and unique treat that has taken the world by storm.

The viral Dubai-style chocolate trend gained significant attention after a Dubai chocolatier, FIX Dessert, introduced the “Can’t Get Knafeh of It” bar. The creation featured a creamy pistachio filling, kadayif pastry, and a touch of the Middle Eastern dessert Knafeh, a popular sweet made of shredded dough, pistachios, and syrup. After going viral on TikTok and across social media platforms, it became clear that people were craving something new and indulgent. What began as a niche culinary experience soon exploded into a global trend, and major retailers quickly took notice.

Marks & Spencer’s Big Daddy Pistachio Chocolate Bar

Marks & Spencer has always been a leader in innovation when it comes to offering unique and indulgent food products, and the introduction of the Big Daddy Pistachio chocolate bar is no exception. On April 23, M&S launched this chunky milk chocolate bar filled with a luscious pistachio cream—a luxurious treat that combines the best of both worlds. Priced at £8.50 for 280g, the Big Daddy bar is a spin-off of last year’s hugely popular Big Daddy milk chocolate bar, which caused a sensation in the UK when it first hit the shelves.

This new offering is a direct response to the growing demand for Dubai-style chocolate, and it comes with the promise of delivering the same level of indulgence and innovation that M&S is known for. The Big Daddy Pistachio chocolate bar is marketed as a must-try for chocolate lovers, with a creamy pistachio filling that perfectly complements the rich milk chocolate exterior. The combination of these flavors is set to deliver a truly unique experience, and the hefty 280g size ensures there’s plenty to enjoy.

M&S teased the release of the Big Daddy Pistachio chocolate bar months in advance, building anticipation on social media and even making a live announcement on ITV’s This Morning program. The company has been heavily promoting the launch, hinting that it is the UK’s version of the viral Dubai-style chocolate bars, which many people have eagerly anticipated. As the launch day approached, social media platforms were buzzing with excitement from fans of the Big Daddy bar, eager to get their hands on the new creation.

Iceland Joins the Trend with Two Dubai-Style Chocolate Bars

While M&S is making waves with its Big Daddy Pistachio chocolate bar, Iceland has also joined the Dubai-style chocolate craze by introducing two new chocolate bars to its shelves: the Nelino Dubai-Style Chocolate and the Bolci Dubai Chocolate. Both bars feature pistachio cream filling, a nod to the traditional Middle Eastern flavor that has become synonymous with Dubai-style chocolates.

Priced at £2 for 62g, the Nelino Dubai-Style Chocolate bar is the more affordable option of the two, offering a luxurious treat without breaking the bank. Iceland’s exclusive stock of the Nelino version makes it a special addition to their lineup, giving customers a chance to experience Dubai-inspired chocolate at a fraction of the price of other premium brands. The Bolci Dubai Chocolate bar, priced at £5 for 100g, is a Turkish-made treat that also features pistachio cream and kadayif pastry. This bar is available at both Iceland and Morrisons, further expanding the reach of the Dubai-style chocolate phenomenon.

The introduction of these new Dubai-style chocolate bars has proven to be a success for Iceland. In just a few days, the products have been flying off the shelves, and sales are already showing impressive volumes. According to Harry Weston, senior project development manager for ITEX Food, the addition of these chocolates to Iceland’s lineup is a great move for the retailer. He highlighted that the bars offer exceptional value for shoppers seeking something indulgent and different, while also being affordable. Iceland’s strategy to offer both a premium and affordable version of Dubai-style chocolate bars seems to be resonating with customers.

The Growing Popularity of Dubai-Style Chocolate in the UK

The arrival of Dubai-style chocolate bars at two major UK retailers is a clear indication of the growing demand for these Middle Eastern-inspired treats. While M&S and Iceland are leading the charge, other UK supermarkets and retailers are not far behind. In fact, Sainsbury’s, Waitrose, and Ocado all stock versions of Lindt’s Dubai-style chocolate, which is priced at £10 for 145g. The price disparity between the different brands highlights the variety of options available to chocolate lovers, catering to both those who are willing to splurge on a premium treat and those looking for a more affordable indulgence.

The success of Dubai-style chocolate in the UK is part of a larger global trend where consumers are increasingly seeking out new and exotic flavors. As food culture becomes more diverse and interconnected, people are eager to explore unique culinary experiences that transport them to different parts of the world. Dubai-style chocolate, with its fusion of Middle Eastern and Western flavors, fits perfectly into this trend, offering a sophisticated yet accessible indulgence.

In addition to their irresistible flavor profiles, the appeal of Dubai-style chocolates also lies in their luxurious presentation. Many of the bars feature intricate designs and eye-catching packaging that make them perfect for gifting or treating oneself. The rich pistachio filling and kadayif pastry create a truly indulgent experience, elevating the chocolate bar from a simple sweet treat to a gourmet dessert.

A Sneak Peek at Future Offerings and Trends

As the Dubai-style chocolate trend continues to gain momentum, it’s likely that more retailers will follow in the footsteps of M&S and Iceland by introducing their own versions of this viral sensation. The success of these products has shown that there is a strong demand for unique and indulgent chocolate flavors, and the market for these treats is only expected to grow.

It’s also worth noting that the rise of Dubai-style chocolate could spark innovation within the chocolate industry, encouraging chocolatiers to experiment with new combinations of flavors and textures. As more consumers embrace exotic and international flavors, the possibilities for future chocolate creations are endless.

For now, fans of Dubai-style chocolate can look forward to enjoying the delicious pistachio-filled bars available at M&S, Iceland, and other retailers. With the growing popularity of these treats, it’s safe to say that the Dubai-style chocolate trend is here to stay.

Conclusion

The arrival of Dubai-style chocolate bars at Marks & Spencer and Iceland marks a new chapter in the global chocolate phenomenon. These indulgent treats, inspired by Middle Eastern flavors, have quickly gained popularity thanks to their rich taste, luxurious fillings, and viral status. As the trend continues to grow, it’s clear that Dubai-style chocolates are more than just a passing fad—they represent a new era in the world of chocolate, where international flavors and innovation come together to create unforgettable indulgences. With more retailers jumping on the bandwagon, the future of Dubai-style chocolate in the UK looks bright, and chocolate lovers everywhere are in for a treat.