Remember when chocolate was pocket change? Now some bars cost $33 and shoppers are divided

You know that moment when you pick up what looks like an ordinary chocolate bar and nearly faint at the price tag? Imagine spending more than a bottle of wine on a single block of chocolate. That’s the world of Dubai chocolate—sweet, crunchy, creamy…and eye-wateringly expensive.

The hype around Dubai chocolate has left many Australians curious and confused. What began as a boutique creation in the UAE turned into a global trend that swept through social media and eventually landed on Australian supermarket shelves. The result was long queues, viral reviews, and plenty of shoppers wondering if they had just paid too much for a fancy sweet.

What exactly is Dubai chocolate?

Dubai chocolate was born in 2021 thanks to British-Egyptian engineer Sarah Hamouda and Filipino culinary consultant Nouel Catis Omamalin, who launched Fix Dessert Chocolatier in Dubai.

The pair crafted a chocolate bar inspired by Hamouda’s pregnancy cravings, blending chocolate with pistachio, tahini, and knafeh—a Middle Eastern dessert made with kadayif pastry, syrup, and cheese.

Their first creation was cleverly named ‘Can’t Get Knafeh of It’, a bar combining crispy kataifi, pistachio, and tahini paste encased in milk chocolate.

From Dubai to social media fame

By 2024, Dubai chocolate had exploded in popularity through social media, turning from a niche treat into a worldwide sensation.

Its appeal was tied not just to the flavour but also to Dubai’s reputation as a celebrity hotspot, particularly among Gen Z.

This made the chocolate bar a must-try trend, with brands rushing to cash in on the craze.

The luxury price tag

Lindt was among the first major chocolate makers to roll out a ‘Dubai Style’ block in Australia, filling their milk chocolate with pistachio paste and crunchy kadayif.

But the price shocked shoppers—retailing at $20 in supermarkets and climbing as high as $33 at Sydney Airport.

Part of the reason came down to its origins, with the original handmade bars taking a team up to eight hours to produce just 25.

Backlash and authenticity debates

Not everyone was thrilled about the prices or the supermarket versions.

Some critics argued that the commercial takes strayed too far from the original, which featured hand-piped fillings and vibrant yellow-and-green designs.

As one shopper put it on social media: ‘Do not waste your money on this Lindt Dubai Style chocolate. It's not even authentic, and this was $20.’

Other players join the bandwagon

Godiva also released their ‘Dubai Tablet’ range, marketed as signature Dubai-style chocolate with a polished presentation.

Meanwhile, specialty chocolatiers across Australia began experimenting with their own takes, though many hesitated because of the high ingredient costs and uncertainty about how long the trend would last.

DIY versions at home

With commercial prices soaring, many Australians decided to make their own.

The homemade method involved toasting kadayif pastry, mixing it with pistachio paste and tahini, then coating it with chocolate.

While not cheap, the DIY option still worked out far less expensive than paying $20 or more per bar.

Chocolate prices on the rise

The Dubai chocolate trend hit just as global chocolate prices were already climbing.

For seniors and households on fixed incomes, what once felt like an affordable indulgence was turning into an occasional luxury.

With cocoa costs rising alongside expensive ingredients like pistachios, many felt this trend highlighted how food inflation was reshaping everyday treats.

So, is it worth the hype?

Those lucky enough to taste the authentic bars often described them as rich, creamy, crunchy, and unforgettable.

But whether the experience justified a $20–33 price tag depended entirely on personal budgets and priorities.

For some, it was a chance to indulge in a global trend. For others, it symbolised everything wrong with inflated food marketing.

Dubai chocolate stood at the crossroads of trend-driven demand, premium ingredients, and social media popularity.

Whether it remained a lasting staple or faded like other viral foods was still uncertain—but the conversations it sparked about food pricing and authenticity were here to stay.

Have you tried Dubai chocolate, either the commercial version or homemade? What did you think of the taste versus the price? Share your thoughts and any money-saving tips you've discovered.

While the price of trendy treats like Dubai chocolate can raise eyebrows, it’s just one example of how food costs continue to surprise shoppers.

If you’re curious about practical ways to stretch your budget beyond skipping luxury sweets, there are plenty of clever approaches people are already using.

One story worth checking out shares some of the best money-saving tactics that can make a real difference on your next grocery run

Read more: Savvy Aussies are slashing their grocery bills in 2025. Are you missing out on these money-saving secrets?

Have you noticed other everyday treats becoming shockingly expensive lately, and do you still splurge on them—or stick to homemade alternatives instead?