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From Dubai’s Streets to a Regional Phenomenon: How the Dubai Chocolate Trend Is Redefining Flavour Innovation Across APMEA

In the ever changing world of food trends, few stories have captured the consumer’s palate as much as the rise of Dubai chocolate. What began as a niche artisanal creation has evolved into a mass-market sensation, influencing product development across multiple categories and regions. Today, Dubai chocolate exemplifies how a regional flavour trend can inspire innovation across markets and sectors.

Dubai's culinary landscape which combines traditional Middle Eastern ingredients with global influences, has long been a hub for unique flavour experiments. In 2022, Sarah Hamouda, founder of Fix Dessert Chocolatier, crafted a milk chocolate bar filled with pistachio cream, tahini, and crunchy knafeh pastry shreds to satisfy her pregnancy cravings. Dubbed "Can't Get Knafeh of It," this creation gained international acclaim after a TikTok influencer's review went viral, amassing over 100 million views1. The bar's visual appeal and unique flavour profile struck a chord with global audience, sparking widespread interest in what became known as "Dubai chocolate" inspired.

The success of Dubai chocolate underscores a broader consumer desire for indulgences that offer both rich flavours and cultural narratives. As Simon Hague, General Manager of Food Service Chains for Kerry Southeast Asia, notes, "Consumers increasingly seek indulgences that tell a story, be it cultural, artisanal, or experiential. Dubai chocolate delivers both a rich flavour and a cultural narrative, tapping into this desire for authenticity.".

The trend has spurred global brands to explore Middle Eastern- flavours. For instance, Saudi Arabia's Vlinder Chocolate introduced "Dubai chocolate-style" products in South Korea, including variants like Crispy Kunafa & Pistachio, reflecting the growing  appetite for such flavours.

The Middle East chocolate market is seeing significant growth, driven by rising incomes and a growing middle class. In 2024, the market was valued at approximately USD 2.70 billion and is projected to reach USD 3.78 billion by 2030, growing at a CAGR of 5.81%.3 This growth is further fuelled by consumer interest in premium and luxury chocolates, particularly those incorporating local flavours like dates, saffron, and cardamom.
 

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Diversification across categories
But what distinguishes the Dubai chocolate trend is its migration beyond the chocolate category. Food service outlets and manufacturers have incorporated its flavour profile into sundaes, ice creams, milkshakes, and beverages, particularly specialty coffees and teas.

One example is the popularity of pistachio, the star ingredient that gives Dubai chocolate its unique flavour profile. Today, pistachio has become a delicious mainstay in café menus, turning food and drinks into something special with its sweet, nutty, moreish indulgent flavour. Six years ago, DaVinci Gourmet forsaw that the nut would be the next big flavour -- thanks to its bright colour, crunchy texture, and sweet-savoury versatility -- and developed the DaVinci Gourmet pistachio sauce.

Non-dairy and suitable for vegans, DaVinci Gourmet’s pistachio sauce combines roasted pistachio notes with a creamy, nutty profile and buttery honey notes. In a competitive market where consumers want novelty, pistachio, with its versatile flavour, serves up creative, premium beverage and dessert ideas for café operators. Think healthy yet indulgent pistachio banana smoothies, pistachio ice cream and gelatos, refreshing iced pistachio lattes, dessert drinks such as pistachio cheesecake frappes and tiramisu twists, even savoury pistachio glazed sandwiches or pastries.

Said Eloise Dubuisson, General Manager for Food Service Brands at Kerry APMEA:  “DaVinci Gourmet’s pistachio sauce perfectly captures the wave of Middle Eastern flavour adoption. When you combine this with chocolate, coffee, or other flavours, you create layered experiences that delight consumers, especially younger people who want innovativeness and authenticity.”
 

From small batch to mass market: expanding authentic experience

Without a doubt, Dubai chocolate's journey from a local artisanal delight to a multi-category favourite illustrates how regional flavours can achieve global appeal. 

Add to that the increasing popularity of chocolate cafés highlights a shift towards experiential consumption. From 2019 to 2023, the UAE saw a 43% increase in chocolate cafés and boutiques, with Dubai alone hosting over 200 specialised chocolate shops.4 Consumer spending at these establishments rose by 28% during this period, indicating a growing demand for premium chocolate experiences.

As Simon Hague summarises, “Dubai chocolate is a blueprint for how flavour trends can scale. Modern consumers crave more than taste alone; they want texture, aroma, and visual appeal. Dubai chocolate in desserts and beverages meets this demand with layered textures and aromatic spices that enhance the overall sensory experience."

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