Dubai chocolate keeps selling out in New York City

If you’ve walked past a candy store in New York City recently, chances are you’ve seen pictures of gigantic chocolate bars bursting with green, gooey goodness.

It’s Dubai chocolate, the latest viral food trend to sweep the city.

“We sell over 100 bars a day,” said Scarlett Rodriguez, who works at Nuts Factory’s Park Slope location. “I honestly thought it would die out by now.”

But Rodriguez said she could understand the trend’s longevity. “The filling, and the pistachios specifically, is quite addicting," she noted.

The treat is a milk-chocolate bar stuffed with a mixture of pistachio cream and shredded phyllo dough. Inspired by the Middle Eastern dessert knafeh, it was invented by a British-Egyptian woman, Sarah Hamouda, in Dubai — hence the name.

The treat took off across the globe after Maria Vehera, an influencer based in the United Arab Emirates posted an ASMR-style TikTok in December 2023 that lit up social media and has garnered more than 127 million views.

If you want Hamouda’s original creation, you’ll have to order it online. But the city is full of delicious imitations: A bar of Dubai chocolate from Nuts Factory goes for around $19, the local chain NY Bakery and Desserts sells their version for around $23, or if you’re feeling indulgent, the Swiss chocolatier Läderach sells a 2.6-lb. bar for $154.

But why all the fuss?

The bar is a rollercoaster of textures and flavors that people can enjoy, said Penny Stankiewicz, a chef and founder of Sugar Couture, a custom cake business.

“When you can hit all of those notes — creamy, savory, sweet, salty, and crunchy — it’s a very satisfying experience," said Stankiewicz.

Rick Camac, a partner at RDC Hospitality Consultants, said it makes sense that the trend is sticking around New York City, because it's a place “for the ultra-curious, for people that want to try the next thing."

As for why Dubai chocolate prices have not deterred buyers, Camac said New Yorkers crave novelty.

“There’s no practical reason to live in New York City,” he said. “You're here for the experiences, whether it be the dance, theater, the music scene and the food scene.”

Stankiewicz said the prices are not as outrageous as they might first seem, considering rising ingredient costs due to tariffs on imports.

Dubai Chocolate’s popularity has not gone unnoticed by larger chains, with many rolling out their own Dubai-inspired products. Frozen-yogurt chain 16 Handles has a Dubai chocolate flavor, Starbucks released a Dubai chocolate matcha latte, Shake Shack has a Dubai chocolate pistachio shake and Costco has Dubai chocolate pistachio ice cream bars. Even Trader Joe's is rolling out an affordable version of the treat on Monday.

Wondering whether the trend has reached convenience store-level ubiquity, I visited the 7-Eleven in South Slope and found none. The store’s clerk, Hasan Murad, shook his head with a smile when asked about it.

“Sold out," he said.