Dubai Chocolate Craze: How a Viral Treat Conquered the World

Dubai's Chocolate Craze Sweeps the Globe: Shake Shack and Crumbl Join the Trend Dubai's unique chocolate bar, filled with pistachio cream, shredded phyllo dough, and tahini, has taken the world by storm. Initially a viral sensation in 2023, its popularity has prompted major US food brands to create their own versions. Shake Shack and Crumbl Cookies have capitalized on this trend, releasing their own takes on the popular treat. "Our fans loved it," says Jim Frisch, Director of International Culinary and Product Development at Shake Shack. "They lined up around the block, and it would sell out within minutes. It was absolutely crazy." The original creator, Fix Dessert Chocolatier, based in Dubai, notes the unexpected global reach of their product. The company's founder, Sarah Hamouda, explains, "We are a small homegrown brand, and we had enough chocolate just to serve the community. And all of a sudden, there were thousands of people trying to follow us and ask how we can ship internationally." The success of Dubai chocolate highlights the power of viral trends and the ability of a unique product to transcend geographical boundaries. The story is a testament to the global reach of social media and its influence on consumer trends.