Are you a sucker for sweets? If so, you’ve probably noticed the buzz around those massive chocolate bars oozing with green goodness in New York City. Yup, we’re talking about Dubai chocolate, the latest craze taking the Big Apple by storm. Scarlett Rodriguez, a worker at Nuts Factory in Park Slope, dishes that they’re selling like hotcakes, with over 100 bars flying off the shelves daily. And get this, she thought the hype would fizzle out by now, but it’s still going strong.
So, what’s the deal with this Dubai chocolate? Well, it’s a milk-chocolate bar packed with a combo of pistachio cream and shredded phyllo dough. Originating from the Middle Eastern dessert knafeh, this sweet treat was dreamt up by Sarah Hamouda, a British-Egyptian lady living in Dubai. The trend really took off after Maria Vehera, a UAE-based influencer, dropped an ASMR-style TikTok in December 2023 that blew up the internet, racking up over 127 million views. Now, if you want to snag Hamouda’s original creation, you’ll have to hit up the online stores. But fear not, NYC is brimming with delectable knockoffs too. Nuts Factory sells their version for around $19, NY Bakery and Desserts for $23, and if you’re feeling extra fancy, Läderach offers a hefty 2.6-lb. bar for a cool $154.
But why all the hype? Penny Stankiewicz, a chef and the brains behind Sugar Couture, spills the beans that it’s all about the textures and flavors. When a treat hits all the right notes – creamy, savory, sweet, salty, and crunchy – it’s a total party in your mouth. Rick Camac, a partner at RDC Hospitality Consultants, reckons that NYC is the perfect playground for foodies and trend chasers looking for the next big thing. And let’s not forget that New Yorkers live for new experiences, from the arts scene to the food scene. Oh, and the prices? Stankiewicz points out that they might seem steep, but with tariffs hiking up ingredient costs, it’s not all that surprising.
Dubai Chocolate fever has caught the attention of big-name chains too, with everyone jumping on the bandwagon. 16 Handles has a Dubai chocolate froyo flavor, Starbucks dropped a Dubai chocolate matcha latte, Shake Shack whipped up a Dubai chocolate pistachio shake, and even Costco hopped on the train with Dubai chocolate pistachio ice cream bars. And would you believe it? Even Trader Joe’s is rolling out a wallet-friendly version of the treat. Wondering if the trend has hit your corner store yet, I popped into the 7-Eleven in South Slope, but alas, no luck. Hasan Murad, the store clerk, just shrugged and chuckled when I asked. “Sold out,” he said with a grin.
