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What To Know
- A single TikTok video by Ukrainian creator Maria Vehera in December 2023 ignited the trend worldwide — the clip showing pistachio-green chocolate and a crispy kataifi shell has earned millions of views.
- The Dubai chocolate trend began in 2021 when Nouel Catis Omamalin and Sarah Hamouda launched the dessert at Fix Dessert Chocolatier in Dubai.
- The Dubai chocolate trend is officially a global food takeover, and U.
The Dubai chocolate trend is officially a global food takeover, and U.S. franchises are racing to get it on their menus. What started as a local dessert concept has now turned into a viral food craze reshaping how major brands think about Middle Eastern flavors.
The Dubai chocolate trend began in 2021 when Nouel Catis Omamalin and Sarah Hamouda launched the dessert at Fix Dessert Chocolatier in Dubai. A single TikTok video by Ukrainian creator Maria Vehera in December 2023 ignited the trend worldwide — the clip showing pistachio-green chocolate and a crispy kataifi shell has earned millions of views.
What Makes Dubai Chocolate Unique?
The breakout star is the cheekily named “Can’t Get Knafeh of It.”
It’s inspired by knafeh, a classic Middle Eastern dessert made with shredded kataifi pastry, cheese or nuts, and sweet syrup. Dubai chocolate flips the tradition into a handheld, ultra-photogenic sweet: crunchy pastry, pistachio cream, and rich chocolate in one bite. Gen-Z calls it “knafeh gone luxury.”
Franchises Going All-In
TikTok loves it — and so do brands. Several major franchises have already released limited-time Dubai chocolate items.
Frutta Bowls
Frutta Bowls has launched a full Dubai chocolate menu, including:
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Dubai Chocolate Smoothie
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Dubai Chocolate Bowl
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Dubai Chocolate Mocha
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Dubai Chocolate Protein Bites
A healthy brand doing pistachio-loaded chocolate? That’s a TikTok win.
Kilwins
Kilwins brings premium chocolate energy with:
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Dubai Chocolate Truffles
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Dubai Chocolate Buckeyes
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Pistachio ice cream with hot fudge, kataifi and salted pistachios
A luxury dessert collab with heritage chocolate makes it one of the most authentic Dubai-style offerings.
Marble Slab Creamery
Marble Slab features the Dubai Chocolate Sundae, served in a pistachio-dusted waffle bowl, topped with chocolate, pistachio butter and more crunch.
MilkShake Factory
MilkShake Factory added a Dubai-Style Chocolate Bar with pistachio crème and toasted kataifi wrapped in milk chocolate.
Starbucks
Starbucks joins the trend on January 6 with:
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Iced Dubai Chocolate Matcha
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Iced Dubai Chocolate Mocha
What’s Next?
This year alone, the Dubai chocolate trend has appeared on menus from IHOP to Paris Baguette. As long as TikTok stays obsessed, expect more pistachio-heavy, viral-ready Dubai-style desserts dropping across U.S. franchises.
Images: franchisewire, Getty, Social
