What is Dubai chocolate – and is it worth the hype (or the money)?

Dubai chocolate is the latest luxury treat making waves in gift shops, supermarkets and social media feeds worldwide. But what exactly is it, and why has it caused such a stir?

The original bar – a milk chocolate shell with pistachio cream, tahini and shredded pastry – was created by British-Egyptian entrepreneur Sarah Hamouda of Fix Dessert Chocolatier.

After going viral, it inspired a host of replicas.

However, with the craze comes a note of caution. The Food Standards Agency (FSA) has advised people with allergies not to eat Dubai-style chocolate products because some may contain allergens such as peanut and sesame that are not declared on the label.  Our product recalls page has more on this warning.

What does Dubai chocolate taste like?

Dubai chocolate is typically rich, indulgent and sweet, with a filling that combines pistachio cream, tahini (a sesame paste) and crunchy pastry pieces, such as kadayif.

Kadayif is a type of shredded filo pastry, often used in Middle Eastern desserts such as knafeh or syrup-soaked pastries. It’s similar in flavour to the crisp, buttery layers in baklava, but instead of sheets, it comes in fine strands.

The combination balances creamy, nutty and slightly salty flavours with a smooth milk chocolate shell, offering a distinctive twist on more familiar praline or truffle-style fillings. But these ingredients aren't just flavourful – they’re also expensive.

Guardian food writer and author Felicity Cloake told Which? she has tried the Lindt and Marks and Spencer versions of the chocolate bar.

'The combination of bittersweet chocolate, the creamily sweet nuts and crunchy, slightly salty carbs is perfectly calibrated to be irresistible,' she said.

'Unfortunately pistachios are a pricey commodity, particularly with the sudden uptick in demand.'

If you love pistachio and Middle Eastern flavours, Felicity says it’s worth splashing out – but more as a luxury treat, rather than an everyday snack.

She suggests that Dubai-style chocolate is rich enough to slice and share at the end of a meal, much like a modern take on baklava.

How Dubai chocolate became a trend

According to BBC News, entrepreneur Sarah Hamouda launched the original Dubai chocolate bar in 2022, after she craved the flavours during pregnancy.

Initially a limited-edition treat, it gained huge popularity after going viral on TikTok. The buzz didn’t go unnoticed by bigger brands. In 2024, Lindt launched its own 'Dubai-style' chocolate bar, and by March, Waitrose had introduced a limit of two bars per customer to cope with demand.

Whether the trend will last remains to be seen. But for now, Dubai chocolate is one of the most talked-about sweet treats of the year.

If you’re after café-style hot chocolate at home, we’ve also tested the best milk frothers to see which ones are worth the money

Dubai-style chocolate recalls

People with allergies have been warned not to eat Dubai-style chocolate products after the Food Standards Agency (FSA) found several brands contain products that are not mentioned on the label.

The FSA said some types of the chocolate may be 'unsafe' for people with allergies, because they contain ingredients such as peanut and sesame that are not declared on the label. 

The FSA is currently reviewing sampling data from products on sale to check whether they meet the required food safety and labelling standards. Until the work is complete and the full results are known, the FSA is advising consumers with allergies to avoid Dubai-style chocolate as a precaution. 

'Dubai-style chocolate has become hugely popular, but we’ve found that some products contain peanut and sesame that aren’t declared on the label. For someone with allergies, this could be dangerous,' said Rebecca Sudworth, director of policy at the FSA.

'With Christmas just around corner, there is a risk that some products on sale may not meet our strict UK standards. 

'People with an allergy should not eat Dubai-style chocolate. If you’re buying a gift for someone who lives with allergies, our advice is to avoid buying these products. This includes all allergies, not just peanut and sesame. People without allergies can consume these products, especially where they are supplied by reputable brands and retailers.'

For people who do choose to buy Dubai-style chocolate, FSA advice is to buy from a reputable retailer and check the product label is in English.

The label should contain the following information:  

• The name of the food (e.g. milk chocolate with pistachio paste filling)
• A list of ingredients, with allergens emphasised
• The weight of the food in grams
• A best before or use by date
• The name and address of the UK or EU business responsible for the product information. If the food is not from the UK or EU, the name and address of the importer must be included. 

For more details on this and other recent recalls, visit our product recalls page.

Where can I buy Dubai chocolate?

Fix’s original bars are available only within the United Arab Emirates or at Dubai International Airport.

For UK shoppers, several brands have introduced their own 'Dubai-style' chocolate bars. Due to high demand, some retailers have implemented purchase limits.

• Lindt is selling Dubai-style chocolate bundles, made with pistachio paste and crunchy kadayif for £15. One bar costs around £10 and is currently available at Ocado.
• John Lewis sells a 190g Dubai-style bar from Danny’s Chocolates for £12, both in-store and online.
• Marks & Spencer markets its Big Daddy Pistachio bar as the UK’s answer to Dubai chocolate. While it doesn’t carry the 'Dubai-style' label, the 280g bar has a similar pistachio-rich filling and costs £8.50 via Ocado and in stores.
• Morrisons sells the Bolci Dubai Chocolate with Pistachio 100g bars for £5.
• Iceland also stocks the Bolci Dubai Chocolate with Pistachio 100g bars for the same price.