Influencer buzz has turned Dubai chocolate into a social media star|Ionenlaser|CC BY 4.0
At Crumbl’s Utah headquarters, bakers are whipping up the Dubai Chocolate Brownie—a bold mix of rich chocolate, pistachio cream, and crispy kataifi dough.
The new dessert, inspired by a TikTok sensation, is Crumbl’s bid to ride the viral Dubai chocolate wave that’s crashed into stores worldwide.
A flavor gone global
What started as a pregnancy craving in the Middle East is now a global obsession. Influencer buzz around the dessert has turned Dubai chocolate into a social media star.
Shake Shack’s limited-edition Dubai shake vanished in hours. Lidl’s chocolate bar sold out in a day. Now, Crumbl, Trader Joe’s, and Dunkin’ are chasing the craze.
The cost of going viral
Turning this hit into a product hasn’t been sweet. Pistachio prices are climbing. Cocoa has soared to $10,000 per metric ton. Even sourcing kataifi dough is a challenge.
Still, Crumbl believes Dubai chocolate could stick—just like pumpkin spice or matcha. One viral bite at a time, it might become the next big flavor icon.