Watch: What's the hype about viral Dubai Chocolate, kunafa chocolate?

Dubai: It’s a busy weekday in Dubai, and Fred Morales, an American on a business trip from Houston, has just popped into Lulu Hypermarket at Dubai Mall for a specific purchase. With no time to lose before he leaves for the airport, he asks one of the salespersons where he can find the product he is looking for: Kunafa chocolate, a variation of the viral Dubai Chocolate.

“My daughters, aged 24 and 20, back home asked me to pick these up from Dubai. They discovered it on social media as everybody seems to be talking about them. The ones that I have just taken are less expensive than the usual ones, so that’s the reason I came here,” Morales told Gulf News.

There are many others like him, also making a beeline to the alley where the kunafa chocolates are stocked. The brands are many, but their promise the same.

As Elysia Gwilliam, a British tourist, Italian businessman Claudio Ruo and Filipina resident Joy mull over which ones to take, Nasmal Nazar, general manager of the store, says, “Apart from brands like Raiqa and Cocoa Melts, we have an exclusive tie up with a local manufacturer to make Lucca and also sell our own brand – Bake Art. Our shelves need constant replenishing as the chocolates vanish in no time.”

Last week, Dubai Airports, in an Insta post, depicted the Dubai Chocolate frenzy with a video of a man chasing a bar of the original Dubai Chocolate by FIX Dessert Chocolatier. An accompanying message urged passengers not to “fly off without a piece”, which Dubai Duty Free was offering at a pop up.

Clearly, the original Dubai Chocolate and the umpteen variations of the kunafa chocolate are all the rage in the market today.

Prashant Talwar, Director of Groceries & Retail at Deliveroo UAE, the exclusive delivery partner for the FIX Dessert Chocolatier, says, “FIX’s offerings on Deliveroo were initially limited to a single delivery slot, due to their handcrafted nature and limited production. With rising demand and an increase in production capacity, we expanded our delivery slots to 2pm and 5pm, allowing us to reach a wider audience. Initially, these slots sold out within seconds, but as FIX has scaled up its production, we can now operate for longer hours and fulfil more orders.”

He said in response to the strong demand from Abu Dhabi’s chocolate enthusiasts, they launched FIX in Abu Dhabi too.

“With the help of our robust network of delivery riders and the extensive reach from Deliveroo cloud kitchens and sites. FIX is now available in both Dubai and Abu Dhabi. We’re excited to expand our collaboration into new markets soon.”

Across supermarkets, departmental stores and even souvenir shops, kunafa and pistachio chocolates are a must-have now.

But what is it that makes them so special?

Pankaj Sajnani, Procurement Manager, FMCG Retail at Choithrams, explains: “The chocolate bars, particularly those featuring kunafa and pistachio variations, have seen a significant surge in global demand, primarily driven by social media platforms. These bars typically consist of milk chocolate encasing a filling of pistachio cream and crispy kunafa (shredded filo pastry), offering a unique blend of textures and flavours.”

Among the variations that Choithrams stocks are Choco Zen, Pistachino, Ledamas and Leroz, all of which are sourced locally.

“These chocolates are unique for their fusion of traditional Middle Eastern flavours, such as pistachio and kunafa, with classic confectionery techniques, creating indulgent treats that captivate both locals and international enthusiasts,” says Sajnani.

“Demand is outpacing supply and their distinctive combination of flavours and textures, coupled with strong social media promotion, has solidified their status as a sought-after delicacy worldwide.”

According to Kamal Vachani, Group Director and Partner, Al Maya Group, “The world’s growing appreciation for chocolate is fuelling innovation across the industry, and Dubai is at the forefront of this transformation. Dubai Chocolate has quickly grown into a worldwide phenomenon, redefining the tradition of Dubai in luxury while setting new tastes."

He says, It epitomises the rich culture of Dubai presented with world-class craftsmanship; it’s not just the taste. The response has been overwhelming, from a must-buy souvenir to an instantly adopted indulgence between locals and tourists alike.”

The Dubai Chocolate and its variations are a big draw in foreign markets as well.

Abhiroop Sen, a Dubai resident back from a trip to Germany, said, “I was driving through a German village recently and was shocked to find Dubai Chocolate in every small grocery store. They had these bars placed prominently at the entrance. Bemused, I asked a few locals what’s the fad about, and they explained how German influencers had made it a must-bite item in Germany, hence the frenzy.”

He said many of his friends and family in the US were also crazy about Dubai Chocolate, and were thrilled that some of the supermarkets were beginning to sell them.

The chocolates don’t come cheap. Within the UAE, their cost varies between Dh20 and Dh50 for a 100gm bar. While the oft-cited reasons are that they are uniquely flavoured and handcrafted, it goes without saying that it is a reflection of the high demand.