Dubai has found its latest global sensation—Dubai Chocolate. This handcrafted chocolate, along with its popular variations like Kunafa Chocolate, is creating a buying frenzy among residents, tourists, and international consumers. From supermarkets to online stores, demand is soaring as visitors scramble to take home a taste of Dubai’s signature treat.
Social Media Sparks Global Demand
The buzz around Dubai Chocolate began when social media influencers showcased its rich flavors and luxurious texture. Travelers from around the world now add it to their must-buy lists, with many making special supermarket runs before heading home.
Fred Morales, a business traveler from Houston, made a quick stop at Lulu Hypermarket in Dubai Mall just to buy Kunafa Chocolate for his daughters.
“They saw it trending online and asked me to bring some back. It seems to be everywhere on social media,” Morales said.
This trend is not limited to tourists—residents are also stocking up on these chocolates, further fueling the demand.
Supermarkets Struggle to Keep Up
Retailers across Dubai report record sales, with shelves emptying as soon as they are restocked. According to Nasmal Nazar, General Manager at Lulu Hypermarket, brands like Raiqa, Cocoa Melts, Lucca, and Bake Art require continuous replenishment.
“These chocolates fly off the shelves. Customers keep coming back for more,” he explained.
Even Dubai Duty Free has jumped on the trend, featuring Dubai Chocolate by FIX Dessert Chocolatier at pop-up counters. A recent Instagram post by Dubai Airports humorously urged travelers not to leave Dubai without grabbing a bar.
Online Sales and Delivery Expansion
To meet rising demand, Deliveroo UAE—the exclusive delivery partner for FIX Dessert Chocolatier—has expanded its delivery slots.
“Initially, limited production made it difficult to meet demand. But as production increased, we opened additional delivery slots to cater to more customers,” said Prashant Talwar, Director of Groceries & Retail at Deliveroo UAE.
The success of these chocolates has led to their expansion into Abu Dhabi, and more markets are expected to follow soon.
Why Is Dubai Chocolate So Popular?
The unique combination of Middle Eastern flavors and fine chocolate craftsmanship sets these treats apart. Many varieties, such as Kunafa Chocolate, blend crispy kunafa pastry with creamy pistachio and smooth milk chocolate, creating a texture-rich experience.
According to Pankaj Sajnani, Procurement Manager at Choithrams, this fusion of flavors has become a top seller.
“These chocolates bring together traditional Arabic ingredients with premium chocolate techniques, making them irresistible to both locals and tourists,” he explained.
Supermarkets like Choithrams stock popular brands, including Choco Zen, Pistachino, Ledamas, and Leroz, each offering its own take on the viral chocolate.
From Dubai to the World
The Dubai Chocolate craze has reached far beyond the UAE. In Germany, small grocery stores prominently display these chocolates, thanks to social media influencers promoting them as a must-try treat.
“I was shocked to find Dubai Chocolate in nearly every grocery store in a small German village,” said Abhiroop Sen, a Dubai resident who recently traveled to Germany.
Demand is also rising in the U.S., where supermarkets have started stocking Dubai Chocolate in response to growing customer interest.
A Premium Treat with a Luxury Price Tag
With prices ranging between Dh20 and Dh50 per 100g bar, Dubai Chocolate is considered a luxury item. The handcrafted process, premium ingredients, and social media hype contribute to its high value.
Kamal Vachani, Group Director at Al Maya Group, believes Dubai Chocolate has become more than just a sweet treat—it represents Dubai’s fusion of tradition and modern luxury.
“Dubai Chocolate is not just about taste; it’s a reflection of Dubai’s culture of excellence. It has become a souvenir and a global trend,” he noted.
With its rapid international expansion, Dubai Chocolate is poised to become a permanent fixture in the global confectionery market, securing its place as one of the city’s most iconic exports.
