Here's how ALDI turned a $95 viral treat into a $7.99 bargain

When a chocolate bar costs more than a fancy dinner for two, you know something’s gone terribly wrong with the world.

Yet once again, ALDI has come to the rescue—bringing the internet’s most talked-about sweet treat down to an affordable $7.99.

And Australians are wasting no time getting their hands on it before it vanishes from shelves.

After months of watching this viral sensation take over social media from afar, Aussie chocolate lovers are finally tasting the legendary Dubai chocolate for themselves—and they can’t get enough.

The story behind this global sugar rush begins in 2021, when British-Egyptian engineer Sarah Hamouda and Filipino chef Nouel Catis Omamalin created the now-iconic ‘Can’t Get Knafeh of It’ bar at their Dubai-based FIX Dessert Chocolatier.

The indulgent treat fused pistachio cream with traditional Middle Eastern knafeh pastry—an unlikely combination that captured the world’s imagination.

It remained relatively unknown until early 2024, when an influencer’s casual car video went viral, sparking a chocolate frenzy that turned this humble creation into an overnight global obsession.

From January to March 2025 alone, the hashtag #dubaichocolate amassed 13.8 billion views, while worldwide searches soared by 128 per cent.

While many fans were eager to try the viral treat, its price made it nearly impossible for most to indulge.

The original bars from Dubai sold for between $25 and $95—a figure that made even premium European chocolate look cheap.

That’s why ALDI’s new Dubai-style block, priced at just $7.99, has sent Aussie shoppers into a frenzy.

Coles and Woolworths currently sell similar luxury bars for about $20, but ALDI has managed to deliver the same crunch, creaminess, and pistachio punch at less than half the price.

Meanwhile, the ripple effects of this chocolate craze have been felt far beyond supermarket aisles.

The sudden spike in demand for pistachios caused U.S. supplies to drop 20 per cent between February 2024 and February 2025, while Iran’s pistachio exports to the UAE rose by 40 per cent.

Even Turkey’s prized Antep pistachios have seen a 20 per cent price hike—all thanks to one viral chocolate bar.

Australian entrepreneurs, ever quick to spot an opportunity, have also joined the gold rush.

Several Sydney-based chocolate makers are now crafting handmade versions using Belgian chocolate and roasted pistachios, with many proudly emphasising that their creations are ‘made fresh in small batches right here in Sydney using only the finest ingredients’.

These local producers claim to have ‘pioneered this viral sensation in Australia’, offering collections that range from handcrafted originals to imported artisan bars—all designed to ride the wave of the global trend.

Experts say there’s more to the craze than just sugar.

According to University of Birmingham’s Professor Sarah Montano, the Dubai chocolate phenomenon offers ‘a bit of light relief and a way for customers to enjoy a relatively inexpensive treat’ amid tough economic conditions.

But she also notes that curiosity-driven purchases may not always translate into long-term sales.

Australian food reviewers, however, seem impressed.

Nick Vavitis gave ALDI’s version a glowing review, praising its crunch, flavour, and unbeatable price—calling it a treat that delivers ‘the signature crunch and creaminess without the usual $25 price tag’.

ALDI describes its Dubai-style chocolate as ‘milk chocolate filled with pistachio cream and roasted kadayif pieces’ and recommends serving it chilled for the best experience.

Given its limited-edition status, it might be wise to stock up before it disappears—especially since these viral sensations tend to sell out fast and return in different forms later.

At $7.99, it’s a small indulgence that captures the taste of a global phenomenon without the guilt of overspending.

Think of it as Kinder Bueno’s well-travelled cousin with a hint of Middle Eastern flair.

If you’ve ever fallen in love with a limited-edition treat only to find it gone on your next shop, you’re not alone.

Just like ALDI’s Dubai-style chocolate, some of the store’s most popular items have a habit of vanishing as quickly as they appear.

There’s actually a clever reason behind this strategy—and it might just change how you shop next time.

Read more: Frustrated your go-to ALDI snack vanished again? Here's the strategy behind it

So, will you be joining the race to try ALDI’s take on the world’s most talked-about chocolate, or will you wait for the next viral sweet to hit the shelves?