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 trend began in 2021 when Nouel Catis Omamalin and Sarah Hamouda launched the now-iconic bar at Fix Dessert Chocolatier in Dubai. A single TikTok video by Ukrainian creator Maria Vehera in December 2023 ignited the worldwide craze — the clip showing pistachio-green chocolate and a crispy kataifi shell earned millions of views in days.
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."
U.S. Franchises Going All-In on Dubai Chocolate
TikTok loves it — and so do brands. Several major franchises have already released limited-time Dubai chocolate items.
Frutta Bowls
Frutta Bowls launched a full Dubai chocolate menu, including:
- Dubai Chocolate Smoothie - Dubai Chocolate Bowl - Dubai Chocolate Mocha - Dubai Chocolate Protein Bites
A healthy brand going pistachio-loaded? That's a TikTok win.
Kilwins
Kilwins brings premium chocolate energy with:
- Dubai Chocolate Truffles - Dubai Chocolate Buckeyes - Pistachio ice cream with hot fudge, kataifi, and salted pistachios
A luxury dessert collab with a heritage chocolate brand makes this one of the most authentic Dubai-style offerings in the U.S.
Marble Slab Creamery
Marble Slab features the Dubai Chocolate Sundae, served in a pistachio-dusted waffle bowl and topped with chocolate, pistachio butter, and extra crunch.
MilkShake Factory
MilkShake Factory added a Dubai-Style Chocolate Bar — pistachio crème and toasted kataifi wrapped in milk chocolate.
Starbucks
Starbucks joined the trend on January 6 with two new drinks:
- Iced Dubai Chocolate Matcha - Iced Dubai Chocolate Mocha
What's Next for the Dubai Chocolate Trend?
This year alone, the Dubai chocolate trend has appeared on menus from IHOP to Paris Baguette. Shake Shack, 16 Handles, and Nick the Greek have all added their own pistachio-kataifi riffs. As long as TikTok stays obsessed, expect more pistachio-heavy, viral-ready Dubai-style desserts dropping across U.S. franchises.
The original "Can't Get Knafeh of It" bar still sells out within minutes on Deliveroo at its 2 p.m. and 5 p.m. drop windows in Dubai — proof that the appetite for this dessert shows no sign of slowing down on either side of the Atlantic.
