Have you ever wondered why everyone’s suddenly obsessed with Dubai chocolate in Melbourne? This isn’t just another sweet treat – it’s a sensory experience that’s taking the city by storm. The satisfying snap of perfectly tempered chocolate, revealing layers of crunchy pistachios and delicate knafeh, creates an almost addictive ritual.
The viral Dubai chocolate trend started with Fix Desserts in Dubai, featuring a decadent pistachio and knafeh-filled chocolate bar that took the world by storm after going viral on TikTok in late 2023. What began as a pregnancy craving has evolved into a global phenomenon that’s reshaping Melbourne’s dessert scene.
Understanding the Dubai Chocolate Phenomenon
Dubai chocolate represents more than just confectionery – it’s a cultural bridge between Middle Eastern traditions and modern indulgence. The original creation, initially called “Can’t Get Knafeh of It”, combines traditional Middle Eastern flavors with contemporary chocolate craftsmanship.
Dubai-based Filipino chef Nouel Catis, who worked at prestigious venues including the Burj al Arab, was the culinary genius behind developing the recipe that captures UAE and Middle Eastern heritage in chocolate form. This authentic backstory adds genuine cultural significance to what might otherwise be dismissed as another food trend.
The Science Behind the Craze
The textural contrast creates an almost ASMR-like satisfaction that translates perfectly to social media. The bright green pistachio filling provides visual appeal crucial for Instagram and TikTok content, while the combination of sweet, salty, and crunchy elements hits multiple taste receptors simultaneously.
According to University of Birmingham’s Professor Sarah Montano, this chocolate trend has taken off exceptionally fast, though she notes that many sales are driven by curiosity rather than repeat purchases. The psychological appeal lies in its exclusivity and the fear of missing out that social media amplifies.
Why Major Supermarkets Don’t Stock Dubai Chocolate
Frustrated chocolate hunters constantly ask why Woolworths and Coles don’t carry authentic Dubai chocolate. As of June 2025, despite desperate searches, local Woolies or Coles aren’t stocking the viral Dubai pistachio-knafeh chocolate. The reasons are surprisingly practical.
Import challenges include the original’s short shelf life and raw egg content that doesn’t meet Australian food safety standards. Additionally, the premium price point and limited production capacity make mass retail distribution challenging for authentic versions.
The Legal Battle Over “Dubai Chocolate”
In January 2025, a German court ruled that companies must stop using “Dubai” in product names unless actually produced in Dubai, highlighting the ongoing trademark disputes surrounding this viral treat. This legal complexity further complicates legitimate importation and retail distribution in Australia.
Where to Find Authentic Dubai Chocolate in Melbourne 2025
Premium Specialty Stores
Lindt has entered the market with their luxury interpretation at Spencer Outlet Center and DFO South Wharf. Their 145g specialty bars retail for $20 and represent a European take on the Middle Eastern classic. While more expensive than local alternatives, Lindt’s Swiss craftsmanship ensures consistent quality.
Naheda’s Choice at Prahran Market offers 200g fresh marbled bars for $25, including a special Persian Airy Floss white chocolate variant. Their market stall provides an authentic shopping experience with incredible aromas and personal service that online ordering can’t replicate.
Local Artisan Chocolatiers
Cookie Dough Co across Windsor, Northcote, and West Melbourne creates handcrafted marbled bars for just $16 each. This represents exceptional value for artisan-quality chocolate, making luxury accessible to everyday chocolate lovers.
Choced in Sunshine West crafts handmade marbled bars using premium Belgian chocolate in flavors like pistachio, baklava, Nutella and Biscoff, offering 2 for $40. Their creative variations push beyond traditional boundaries while respecting the original concept.
Hidden Gems and Unique Variations
Supermarket Surprises
IGA Xpress Oakleigh East stocks authentic 220g Beyoglu Dubaco bars for $30, making it one of the few supermarkets offering genuine imported versions. This family-owned store caters specifically to Melbourne’s Middle Eastern community, ensuring authenticity.
St. Kilda Family Mart provides another authentic option with 200g Beyoglu Dubaco bars at $22 – significantly cheaper than direct importing. Their location makes them accessible to Melbourne’s inner-city chocolate enthusiasts.
Creative Interpretations
Sweet As in Bentleigh East boasts Melbourne’s most extensive selection, ranging from $6 mini bars to $30 fresh slabs. Their Bueno-stuffed bars and fairy floss-topped “angel hair” chocolate demonstrate innovative thinking while maintaining the core appeal.
Sugar Goodness in Coburg North might craft Melbourne’s crunchiest bars at $30 each. Their signature versions featuring premium ingredients create an addictive texture that elevates the entire experience.
Online Options and Budget-Friendly Alternatives
Premium Online Retailers
Loaded Stuff creates some of Melbourne’s most luxurious versions using premium Belgian chocolate. Their Callebaut base – crafted in Belgium for over 100 years – ensures exceptional quality. They’ve adapted the original FIX Dubai recipes for local tastes, crafting them without eggs for longer shelf life while maintaining delicious taste.
Dubai Bars offers the most comprehensive online selection with customizable options in vibrant colors. Their inclusivity focus includes gluten-free, nut-free, vegan, and dairy-free alternatives starting at $15, ensuring everyone can enjoy this trend.
Value Options
Catering Project delivers serious value with 20-piece gold airbrushed mini bar boxes for $69. These bite-sized portions perfect for events or personal stashing make luxury accessible without the premium price tag.
Loaded Stuff’s “whoopsie bars” offer the same quality with cosmetic imperfections at reduced prices. Smart shoppers can enjoy premium chocolate while supporting sustainable practices that reduce food waste.
The 2025 Market Evolution
Global Expansion Impact
Major retailers like Walmart, Shake Shack, and Trader Joe’s have joined the trend, with Trader Joe’s launching arguably the cheapest Dubai chocolate dupe at $3.99 per bar, while the trend has maintained momentum for 18 months. This mainstream adoption validates the trend’s staying power beyond initial social media hype.
Australian manufacturers are responding with premium local alternatives that often surpass imported versions in freshness and customization. The local market’s maturation means better availability and competitive pricing for Melbourne consumers.
Seasonal Variations and Innovation
Innovative chefs continue developing new flavors like strawberry fields, Kadak chai, salted caramel camel chocolate, and ube baklava for Ramadan 2025, showcasing Dubai’s multicultural influences. These seasonal offerings keep the trend fresh and culturally relevant.
Melbourne chocolatiers are creating Australian-inspired variations incorporating local ingredients like wattleseed, macadamia nuts, and native lime, creating unique fusion experiences that respect both traditions.
Making the Right Choice for Your Budget
Premium Experience ($25-35)
For special occasions or authentic taste, invest in imported Beyoglu Dubaco bars or premium local interpretations from established chocolatiers. These options provide the closest experience to the original Fix Desserts creation.
Regular Indulgence ($15-20)
Local artisan options like Cookie Dough Co or Dubai Bars offer excellent quality at reasonable prices for regular enjoyment. These represent the sweet spot between quality and affordability.
Budget-Friendly Options ($6-15)
Mini bars and value packs let you explore the trend without significant investment. Sweet As mini bars or Loaded Stuff whoopsie bars provide authentic flavors at accessible prices.
Storage and Consumption Tips
Melbourne’s variable weather requires careful chocolate handling. Most retailers recommend refrigeration during summer and express shipping to prevent melting. Bubble wrap packaging and ice packs help maintain quality during delivery.
Optimal consumption involves room temperature serving to appreciate the full flavor profile. The ritual of breaking the chocolate enhances the sensory experience that made this trend famous.
Future Predictions for Dubai Chocolate in Melbourne
Marketing experts predict the trend will settle down and become one of many lovely chocolate options rather than maintaining its current fever pitch. However, Melbourne’s diverse culinary scene and strong Middle Eastern community suggest lasting appeal beyond typical food trends.
Local innovation continues driving the market forward, with new flavors and formats keeping consumer interest alive. The trend’s cultural significance and premium positioning indicate sustainable demand rather than flash-in-the-pan popularity.
Frequently Asked Questions
Q: Can I buy authentic Fix Desserts Dubai chocolate in Melbourne?
No, the original Fix chocolate is only available in Dubai due to its raw egg content and short shelf life.
Q: Which Melbourne option tastes closest to the original?
Imported Beyoglu Dubaco bars from IGA Xpress Oakleigh East or St. Kilda Family Mart offer the most authentic experience.
Q: Are there vegan Dubai chocolate options in Melbourne?
Yes, Dubai Bars offers dairy-free and vegan alternatives starting at $15.
Q: Why is Dubai chocolate so expensive in Melbourne?
Premium ingredients like pistachios and tahini, plus artisan production methods, justify the higher prices compared to mass-produced chocolate.
Q: How long does Dubai chocolate last?
Local versions typically last 2-3 weeks at room temperature, longer if refrigerated or frozen.
Q: Which Melbourne shop has the best value?
Cookie Dough Co offers exceptional value at $16 per handcrafted bar.
Also Read: Your Morning Cereal Could Be Sabotaging Your Health Goals