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Dubai chocolate is the latest craze British foodies are obsessing over, and the trend is showing no signs of slowing as more supermarkets release their own versions of the pistachio-flavoured treat.
The latest to jump on the trend is M&S with its new Dubai chocolate-inspired Big Daddy Pistachio bar which is already going viral after relaunching in stores on Wednesday.
Chocolate lovers have been rushing to the retailer to get their hands on the indulgent dessert and see if it’s worth the hype.
The Big Daddy Pistachio is £8.50 and filled with chunky pistachio pieces, a velvety pistachio crème, a light, crunchy biscuit crumb and a layer of gooey sweet and salty caramel, all coated in creamy milk chocolate.
Traditionally, Dubai chocolate is filled with pistachio cream and kataifi pastry, crispy shredded phyllo dough – inspired by a Middle Eastern dessert called knafeh or kunafa – and does not include caramel.
M&S teased the release on its social pages sending fans into a spin with one commenting: ‘I’m not going to be able to sleep tonight’.
‘I am SO EXCITED for this,’ a second wrote and another said: ‘I think we’re all going to go nutty over these’.
Since the release, videos have been popping up all over TikTok and Instagram of Brits searching the M&S shelves for The Big Daddy Pistachio and sharing their thoughts on the decadent flavour.
M&S’s new Dubai chocolate-inspired Big Daddy Pistachio bar is already going viral after launching in stores on Wednesday
Food blogger Angelina was one of the first to buy the bar on Wednesday morning and put the taste to the test.
‘You can really taste the quality of the pistachio. This is so bad for my health but for my taste buds – no,’ she said in a TikTok clip.
‘It does not have the knafeh, it’s still equally if not better than the Dubai chocolate, this is a solid nine out of ten.’
TikToker Amy couldn’t wait for the release and was snacking on the chocolate at 10am claiming: ‘They can take my £8.50 any day of the week’.
Popular influencer Aimee known as @thissinglemamaofficial also shared her thoughts on the ‘unreal’ sweet treat.
‘The chocolate is yummy, it’s quite thick, the caramel with the pistachio has a bit of crunch,’ she said.
Reviewer Laura Khoshaba was impressed with the Big Daddy Pistachio bar’s ‘insane’ flavour but likened it more to a Milky Way or Mars Bars rather than Dubai Chocolate.
Those who want to try the Big Daddy Pistachio for themselves are advised to check if it’s in stock at their nearest Foodhall on the M&S website as it is not available at all locations. Alternatively, you can buy it online at Ocado.
M&S teased the release on its social pages sending fans into a spin with one commenting: ‘I’m not going to be able to sleep tonight’
In recent months, Dubai chocolate has become one of the fastest-selling confectionery products ever at Selfridges and Waitrose even banned customers from buying more than two Lindt’s £10 Dubai Style Chocolate.
It was first created by Dubai-based Sarah Hamouda who created the bar during her pregnancy as a tribute to one of her favourite childhood desserts.
Hamouda and her husband Yezen Alani released Can’t Get Knafeh of It, by FIX Chocolatier in the UAE in 2022 for £15.
Last year, the treat found worldwide fame after being shared on TikTok, with people flying from all over the world to get their hands on the pistachio and knafeh treat.
The British couple, who moved to Dubai 10 years ago, had employed just one person to make up to seven orders a day of the chocolate bar.
But since the appetite for the bar has grown, so has their business and they now employ 50 people and make up 500 orders a day.
It has become so popular that FIX only sells the bar for two hours a day to keep up with orders and customers can only purchase the £15 treat via a specific app.
Each bar is hand-finished and the owners explained that it’s a very intensive process.
It’s the crunchy filling that has made the bar so popular with users taking to social media to share videos of themselves slowly biting into the thick chocolate which has a loud crack when broken.
Can’t Get Knafeh of It, by FIX Chocolatier is only available in the UAE and frenzy for the £15-bar is so intense that owners Yezen Alani and his wife Sarah Hamouda onyl sell the bar twice a day
With people desperate to get their hands on the exclusive bar, supermarkets have filled the void, producing their own versions of the knafeh-inspired confectionery.
Nestle, Lidl and Lindt rushed to make their own versions while, Selfridges have had their shelves cleared after fans flocked to the department store in a desperate bid to score the tasty treat, where prices range from £5 to £27.
The growing internet frenzy for Dubai ‘s viral chocolate could even be responsible for a global shortage of pistachios, with prices soaring as appetite continues to grow for the crunchy treat.
After struggling to keep up with demand, Waitrose announced that shoppers are restricted to two bars per person so all their customers have a chance to purchase the popular bar.
Steve Dresser, CEO of Grocery Insight, posted a photo of new signage in a Waitrose store on LinkedIn.
‘No more than two bars per person please… because we want everyone to have the chance to enjoy our delicious chocolate. Thank you for your understanding,’ the sign read.
A spokesman for Waitrose told The Grocer that the limit was introduced to regulate stock levels of the £10 bars.
A representative said: ‘Due to the incredible popularity of this product, we want to make sure that as many customers as possible have the opportunity to try it.’
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