A look behind the Dubai Chocolate Bar trend that’s made its way to Malta

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.

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A post shared by FIX Dessert Chocolatier (@fixdessertchocolatier)

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.

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A post shared by FIX Dessert Chocolatier (@fixdessertchocolatier)

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.