SWEET TREATS

Trader Joe’s Cashes in on Viral Dubai Chocolate Trend

Best of all: it’s significantly cheaper than many alternatives.

Trader Joe’s is finally joining the viral Dubai chocolate craze that has swept social media in recent months, an employee recently revealed in a TikTok. If that weren’t enough, the supermarket chain will be selling its own version of the astonishingly popular chocolate bars for just $3.99. A spokesperson for Trader Joe’s told The Independent that the bars will be available this week, although exact release dates will vary based on location. While most Dubai chocolate products use milk chocolate, the Trader Joe’s version, made by Patislove, will use dark chocolate. Dubai chocolate bars, stuffed with pistachio cream and kataifi, which is a type of shredded filo dough, were first created in Dubai by chocolatier Sarah Hamouda. The treat went viral thanks to videos posted to TikTok in late 2023. Since then, companies all over the world have begun selling their own versions of Dubai chocolate, with brands as big as Lindt joining in on the craze.