With its unique flavor profile and luxury aesthetic, it’s no wonder the Dubai chocolate bar rose to viral acclaim on social media in 2024. The original Can’t Get Knafeh of It bar from Dubai’s Fix Dessert Chocolatier became an overnight sensation and, predictably, quickly spawned imitations from brands small and large.
The explosion of this pistachio dessert also led to a range of offshoot products featuring pistachios, from pastries to confections to frozen treats. What’s happening with pistachio-inspired products now?
Elevated Flavor Status
Dubai is a luxury market, and the Dubai chocolate bar rises to the challenge. Inside the milk chocolate shell, the classic bar features a knafeh filling composed of decadent pistachio cream, tahini, and kataifi. It’s gooey, crunchy, and satisfying on every level, offering an elevated experience born from a sophisticated blend of flavors and textures.
Because the Fix Dubai chocolate bar that started it all was originally only sold in Dubai — and in very limited quantities — other brands were quick to capitalize. Homages appeared from small, artisan chocolatiers like Houston-based Cacao & Cardamom, as well as international brands like Lindt.
Enhanced Visual Appeal
The Dubai chocolate bar trend is also marked by attention to an often-overlooked detail: creating a feast for the consumer’s eyes before they take the first bite.
The Fix bar drew attention for its abstract, splatter-paint design in distinctive yellow and green. Cacao & Cardamom’s knafeh bars follow suit with colorful gradients of green, blue, and purple, depending on the filling (pistachio, Biscoff, and hazelnut, respectively).
Regional Inspiration
Pistachio desserts aren’t new to Middle Eastern culture, where pastries like baklava and confections like mafroukeh are staples. Even so, the Dubai chocolate trend has sparked new viral offshoots like pistachio knafeh (or kunafa) cheesecake and pistachio cream cinnamon rolls.
On the cooler side, Häagen-Dazs updated its Pistachio Ice Cream to include pistachio butter and larger pistachio pieces, and it wasn’t the only frozen treat purveyor to take advantage of this popular nut. Pistachio is a common and popular flavor of gelato in Italy, so it’s an easy leap to combine it with chocolate gelato to create a Dubai-inspired dessert.
Subscribe to our newsletter for the latest insights delivered straight to your inbox! Subscribe to our Weekly Newsletter here!
Factors Driving Popularity
The explosion of the Dubai chocolate bar and subsequent pistachio treats should come as no surprise. Hazelnut desserts have surged in recent years due to the popularity of spreads like Nutella. Similarly, the distinctive taste of pistachio is an attractive pairing with creamy milk chocolate and the crispy texture of knafeh.
Luxury is another factor. Because the Fix bar was made for the elite Dubai market, it features not only premium ingredients but also exceptional presentation. With significantly limited availability early on, it quickly earned its exclusive status, prompting copycats to imitate the original and further promote the mythic sensibility surrounding it.
Social media provided the final component to the trend’s meteoric rise to international fame. With celebrities like Ty Dolla $ign, Millie Bobby Brown, and Jake Bongiovi sampling the treat on TikTok and Facebook, along with a slew of influencers, it enjoyed almost instant recognition.
Related:Neo-Nostalgia in Food: How Throwback Flavors Are Driving Innovation and Consumer Engagement
Pistachio Desserts Are Going Strong
Pistachio production is a topic of hot debate as demand for this drought-resistant nut continues to increase. California, the largest U.S. grower, currently produces 1.36 billion pounds of pistachios annually but expects to exceed 2 billion pounds by 2031.
Trends like the Dubai chocolate bar have positioned pistachios as a premium ingredient in luxury desserts, and the versatility of the nut lends it to both sweet and savory preparations. Brands looking to branch out from thirsty almonds to something more sustainable should consider jumping on the bandwagon and giving pistachios a try.
Have questions or want more trend insights? Get in touch with us today! Contact us here.
