Dubai chocolate: Global brand Mars enters red-hot kunafa market through Galaxy

Dubai: Dubai's getting a new Kunafa chocolate entrant - and this time its global brand Mars that's doing it.

The Pistachio Kunafa will be part of Mars' popular Galaxy range. The 'limited-edition flavor' was created in response to 'soaring demand for kunafa-infused chocolate'.

The category has emerged as a huge hit domestically and in overseas markets and widely known as the 'Dubai chocolate'.

Mars is pricing the Galaxy Pistachio Kunafa at Dh30 per box, which is 'available at leading retailers across the UAE and Qatar'. And adds for good measure that's only while stocks last'.

The Galaxy Pistachio Kunafa will be made in the UAE in partnership with Notions Group.

Mars will make its version available 'exclusively in the UAE and Qatar' - the new variant 'blends Galaxy’s silky milk chocolate with a creamy pistachio and crisp kunafa center'. It will debuts in a 'new bite-sized format' and designed for 'portioned indulgence'.

This is Mars Gulf's 'first fast-tracked product innovation in the Middle East'. "Developed where the kunafa trend was born, it was produced and delivered in just four months through Mars’ agile local manufacturing model," said a statement.

Since the start of 2025, over 40 brands have entered the kunafa chocolate segment, with the flavor driving 45% of total category growth in the past three months, according to Mars Gulf.

"In direct response to this momentum — and to consumers specifically asking for a Galaxy version — the brand has delivered a premium flavor fusion of creamy pistachio, crisp kunafa, and its signature silky milk chocolate," said a statement.

That's how the kunafa chocolate sensation has sort of taken shape - first as a niche craving and then working its way into a wider fan base in the UAE - and then going beyond. You can get versions of the 'Dubai chocolate' at duty free shops and some of the pre-eminent retailer outlets overseas.

“Consumers were asking for pistachio kunafa — and they wanted it from Galaxy,” said Ekaterina Pichugova, General Manager at Mars Gulf.

“This limited-edition creation is more than just a product—it’s a response to what consumers here are craving. Our ability to innovate quickly and produce locally has allowed us to bring it to market with exceptional speed, precision, and quality.”