How The Dubai Chocolate Craze Won Over Trader Joe's, Costco And Crumbl

Market Trend & Popularity - Dubai chocolate, featuring pistachios, kadayif, and tahini, went viral in 2023, becoming a global phenomenon [1] - The trend has spurred an explosion of dupes and spin-offs, with brands like Shake Shack, Crumbl, Walmart, and Trader Joe's participating [2] - Pistachio popularity has soared in the US, which has become the world's largest producer, consumer, and exporter of the nut [14] - New snacks with pistachios launched globally rose by 63% between 2023 and 2024, with the steepest rise in chocolate confectionery [15] Sales & Financial Impact - In April 2025, over 120万 (1.2 million) Dubai chocolate bars were sold, generating 2200万美元 ($22 million) in sales [5] - Shortages have led to price gouging, with some bars reselling for upwards of 100美元 ($100) on sites like eBay [6] - Lindt's limited edition bar sold on eBay for 400-500 CHF, leading to a permanent version that became a best-selling item [7] Production & Supply Chain Challenges - The Nuts Factory increased production from hundreds to thousands per day to meet demand, implementing a one-bar limit [3][13] - Food chains have only been able to sell Dubai chocolate-inspired desserts for a limited time due to sourcing and production challenges [18] - Handmade bars are labor-intensive, and sourcing ingredients like kadaif internationally can be difficult [17] Marketing & Social Media Impact - A video showcasing the Dubai chocolate bar garnered 1.27亿 (127 million) views, driving significant order increases [4] - Shake Shack's social media posts featuring Dubai chocolate-inspired products were some of the brand's most successful [9] - The exclusivity of the original bar, fueled by social media, has sustained the trend [6]