Everyone's crazy about it, Dubai's chocolate trend won't end

Dubai Chocolate has become the most viral dessert of the moment. A creamy mixture of stik, tahini and kadaif, wrapped in luxurious chocolate and with a look that makes you want to take a picture before you eat it.

But how did the idea for this dessert come about?

It all started in 2021 with Sarah Hamouda, a British-Egyptian engineer living in Dubai. During her pregnancy, she craved a sweet, soft, and crunchy treat, and so the chocolate that is now taking the world by storm was born. With the help of a pastry chef, she perfected the recipe over dozens of iterations until she finally hit “gold.”

But the real success came in late 2023, when an influencer posted a viral video of herself enjoying it in her car. Within days, Hamouda's company had over 30,000 orders - and today, even if you live in Dubai, it's hard to get a piece.

In Europe and the US, many brands are rushing to bring out their own versions. Lidl, Lindt, Waitrose, Aldi – all are racing to catch the trend. In England, shelves are emptying within hours, with limits of up to two pieces per customer.

Dubai Chocolate is not just a taste – it’s an experience. Creamy custard, kadaif and chocolate – a combination that hits right on the human desire for quick and rich gratification. Food experts say its success is no coincidence – it fits in with global trends for Middle Eastern flavours and the growing love for custard.

However, not every colorful chocolate bar that calls itself “Dubai Chocolate” is genuine. Authorities have warned of counterfeit products with dangerous and undeclared ingredients. The original brand, Fix Dessert Chocolatier, is sold only through the Deliveroo app in Dubai and Abu Dhabi.

Will this craze continue? According to analysts, yes. Meanwhile, major manufacturers are facing a technical challenge: it is extremely difficult to produce this type of chocolate on a large scale without losing the crunch of the kadaif. But as demand grows, Hamouda has confirmed that plans for international expansion are underway. (A2 Televizion)