Costco’s latest addition to its frozen dessert lineup is causing a stir—both for its indulgent flavor and its nutritional label. The retail giant has introduced Dubai Chocolate Ice Cream Bars, developed in partnership with the popular Afters Ice Cream brand, and customer reactions have been sharply divided.
The new bars, which debuted at select Costco locations following an early preview at Coachella, feature a luxurious blend of milk, cream, pistachio, and a kataifi chocolate coating. The flavor is inspired by Dubai’s trending chocolate-pistachio combinations—an emerging craze that has quickly taken root in the U.S. over the past year.
Enthusiastic fans flooded social media with praise. “Those are fire!!” one festival-goer declared, while others chimed in with sentiments like “Immediately yes” and “Ooo those look tasty.” The buzz has positioned the bars as a potential breakout hit within the latest ice cream franchise wave sweeping specialty dessert markets.
But not everyone is sold. A subset of shoppers voiced concerns over the product’s nutrition facts, calling out its high fat and sugar content. “Yikes the ingredients are bad,” one commenter wrote. Another noted, “22 grams of fat,” while others balked at the product’s sugar levels—even exaggerating for comic effect. Additionally, some criticized the price point: $17.99 for a box of 10.
Yet the cost may reflect more than just branding. Dubai chocolate—often made with premium imported ingredients—carries a higher production value, a factor that typically raises ice cream franchise costs for upscale frozen products. For some consumers, the price is justified by the novelty and richness of the flavor experience.
Afters Ice Cream, known for its creative and culturally inspired offerings, has established itself as a major player in the frozen dessert space. The launch of these bars at a national retailer like Costco could signal the brand’s readiness to scale further through wholesale distribution—or potentially through franchising models that reflect the evolving tastes of today’s consumers.
Whether the bars will become a long-term favorite or remain a polarizing novelty remains to be seen. One thing is certain: Dubai chocolate is officially having a moment, and the frozen aisle is its next frontier.
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