The food scene in New York City has been taken by storm with the latest viral food trend — Dubai chocolate. According to Gothamist, stores across the city are struggling to keep up with the demand as they sell out this treat rapidly. Nuts Factory’s Park Slope location has been reported to sell over 100 bars a day, with Scarlett Rodriguez, a worker at the store, expressing her surprise at the trend's continuing popularity.
The chocolate bars that are causing a frenzy are not just ordinary treats. Inspired by the Middle Eastern dessert knafeh, Dubai chocolates comprise of a milk-chocolate bar that envelops a gooey center filled with pistachio cream and shredded phyllo dough. The mania for these sweets flared up after Maria Vehera, a UAE influencer, posted a video that garnered over 127 million views on TikTok, introduced the world to this novel confection.
With prices varying widely, a bar of Dubai chocolate can go for $19 at Nuts Factory, while the Swiss chocolatier Läderach offers a luxury 2.6-lb. bar for a staggering $154, Gothamist noted. The price doesn't seem to deter New Yorkers who are known for their penchant for novelty, as Rick Camac, a partner at RDC Hospitality Consultants told Gothamist, "You're here for the experiences, whether it be the dance, theater, the music scene and the food scene."
For those looking to indulge without breaking the bank, Trader Joe’s has announced the arrival of their own Dubai chocolate bars, priced attractively at $3.99 starting May 28. Contrary to the original milk chocolate versions, Trader Joe's will offer a dark chocolate option, which has sparked varied consumer responses on social media, the New York Post reports. "Why did it have to be dark and not milk?" one customer lamented, while another relished at the thought: "Love that it’s dark chocolate."
Not only has Trader Joe's captured attention with its low price point, but convenience giants like Costco have also joined in with their version of a Dubai chocolate ice cream bar. The explosive popularity of Dubai chocolates has even led to their imitation by other major food retailers, like Shake Shack with their Dubai chocolate pistachio shake and Starbucks with a Dubai chocolate matcha latte. Yet, despite this wide availability, some local stores in New York like the 7-Eleven in South Slope, still face sell-outs, with clerk Hasan Murad smilingly telling customers they're "Sold out," when queried about the trendy item, as per Gothamist.
