Costco is officially diving into the Dubai chocolate trend, introducing a new ice cream treat inspired by the viral Middle Eastern dessert. The warehouse giant has unveiled Dubai Chocolate Ice Cream Bars, which are now making their way to the frozen section.
These hand-dipped frozen bars feature a pistachio ice cream core encased in a crunchy milk chocolate coating, taking inspiration from the wildly popular Dubai chocolate bar that has taken social media by storm. The bar, which has gained a massive following in recent months, combines pistachio cream and kataifi — crispy, shredded phyllo dough — to create a dessert that is as visually striking as it is delicious.
The trend began with Fix Dessert Chocolatier, a Dubai-based company founded by Sarah Hamouda and Yezen Alani. Their creation, the “Can’t Get Knafeh of It” chocolate bar, filled with knafeh and pistachio cream, caught the attention of food influencers, notably Maria Vehera, whose viral video helped propel the dessert into global stardom.
Costco’s version of the treat is now available in stores, with the frozen bars having debuted at the Coachella music festival earlier this month. Created by Afters Ice Cream, a Southern California brand known for unique flavors like Ube and Saigon, this product marks a strategic collaboration to bring the trend to the masses. A box of 10 bars is priced at $18, which some online commenters find steep, but the price hasn’t deterred eager shoppers from adding it to their Costco carts.
This launch is just part of a larger pistachio-flavored wave sweeping the food scene this season. Shake Shack has introduced a Chocolate Pistachio Dubai Shake at select locations, and Dunkin’ has reintroduced its Pistachio Swirl flavor to its spring menu, adding to the growing pistachio craze.
While the original Dubai chocolate bar is still primarily available in Dubai via Deliveroo and at select U.S. importers, the global surge in interest has prompted product developers to jump on the trend. This shift in flavor profiles could serve as a model for other brands hoping to capitalize on viral food moments.
As the popularity of Dubai-inspired chocolate continues to rise, the question is no longer whether you’ll try it, but when you’ll get your hands on it.
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