The latest Dubai chocolate trend has taken off in Malta, driven largely by viral social media attention, particularly on TikTok.

The chocolate, often referred to as the “Dubai Chocolate Bar,” originates from Fix Dessert Chocolatier in Dubai and is characterised by its unique filling of pistachios and knafeh, a Middle Eastern dessert made with crispy phyllo pastry strands.

The bar stands out for its bold, hand-painted exterior and a rich, crunchy texture, making it a hit for both its taste and aesthetic appeal.

This trend gained massive momentum after a TikTok post in late 2023 went viral, leading to widespread demand for the treat.

However, Fix Dessert Chocolatier only sells the chocolate within Dubai, and the bars sell out almost instantly each day.

As a result, copycat versions have emerged in several countries, including the US, the UK, and yes, even Malta, with gourmet shops offering their own takes on the pistachio-filled dessert.

Despite the high price tag (around $20 per bar in Dubai, and resold for as much as $40), the bar has gained a cult following due to its luxurious ingredients and social media fame.

In Malta, several Dubai Chocolate Bar social media pages have cropped up. On one local page, a large bar weighing 480g costs €24, a medium bar of 350g costs €17 while a small bar of just 62g costs €3.50.

Related

HH Finance plc appoints David Tabone as Director and Audit Committee Chairman

6 August 2025
by Nicole Zammit

He is a Certified Public Accountant and holds a practising certificate in auditing.

Gordon Scerri appointed Head of Finance at Aviaserve

6 August 2025
by Nicole Zammit

Gordon has held several senior roles throughout his career.

The Phoenicia Malta: The summer setting for unforgettable group events

5 August 2025
by MaltaCEOs

From summer incentive events to awards nights and team-building dinners, The Phoenicia Malta helps leaders host events that leave a ...

QLZH Co-Founders Steve and Michael Mercieca open up on ‘transformative’ bond issue

5 August 2025
by Robert Fenech

The group's bonds were recently listed on the Malta Stock Exchange.