While most trends rise fast and fall faster, Dubai chocolate takes no part in this pattern. The chocolate became popular over social media the last few years after gaining traction on TikTok in late 2023, and has unusually held strong. The signature green and brown color scheme still fills the shelves in a variety of stores.
Anyone who’s walked into a Marshall’s recently, for example, is met by multiple variations of the chocolate throughout the store such as brand, flavor, and texture of the pistachio.
Dubai chocolate is made from a Middle Eastern pastry called phyllo dough that is mixed with pistachio butter enrobed in a chocolate shell.
The bar originated from a United Arab Emirate small business called Fix that sold the chocolate with the name “Can’t Get Knafeh of it.” According to the Guardian, over the past three years, sales have grown over 12 percent annually with customer demands still increasing.
While the trend hit its peak in the first 52 weeks of 2025, retail sales of Dubai chocolate totaled up to $822,900 in the United States.
The question remains, does the taste match the hype? In order to get current data, saga reporters asked students at ELHS to try a piece of the chocolate and share their opinions. The responses were greatly mixed.
Taste Test:
“8.5 out of 10. A little too much crunch, the ones from Costco are a little bit better, smoother, less bitter, and not as
crunchy. Good flavor though,” security officer Terry Granatek said.
“It’s a bit nutty,” senior Topher Regan said.
“My honest opinion is that it’s good, but after two bites I feel like I wanna throw up,” senior Juju Gaurraia said.
“It’s not good at all. That’s actually nasty,” junior Cara Bartolucci said.
