Dubai chocolate. The fever has arrived in Portugal

We open social networks and it is almost impossible that we do not see, every five seconds, the same thing: a pistachio -stuffed milk chocolate tablet and Gadayif pasta. They call it Dubai chocolate and it’s the trend of the moment. But beware: the real one, created by the company Fix Destart Chocolatier, can only be bought in Dubai or Abu Dhabi. Everything else is recreations.

As it became viral it is difficult to see but today on days social networks do this work well. In a while, the fever will be another but now that’s what we have. And although only in 2025 its popularity reached its peak, it began to be spoken in 2023 when digital gastronomic influence Maria Veheras published in Tiktok a video to prove the original tablet.

It was to be expected to succeed in considering that Pistachio is fashionable. Pistachio folder, Pistachio croissants, pistachio donuts, pistachio ice cream… Anyway, a panoply of foods whose king is this dry fruit that, by the way, is not very accessible to all wallets. But for those who like it, the investment is worth.

Here, we have many of these products, and we also already have the so famous chocolate tablet (now we go) but the real comes from Dubai. Only the look is already appealing. As they say, the eyes also eat. This chocolate has an attractive look with colorful patterns. At least in the original, the versions change. One of its most striking elements is the green stuffing, which is nothing more than a creamy mixture of pistachio combined with kataii – very thin and crispy dough strands typical of oriental cuisine. On social networks it is very presented in Videos of Autonomous Sensory Meridian Response (Autonomous Autonomous Response of Meridian in Portuguese – and is used to describe the pleasant sense of relaxation that some people feel when hearing certain stimulating sounds) for the crispy sound they make and chew.

The race to stores and supermarkets

One of the first companies to bring this version of Dubai’s chocolate to Portugal was Lindt. For sale for about 10 euros, it does not last long on the shelves and even exhauses in 40 minutes at the Colombo Shopping Center store.

Then the Lidl arrived with its version and a tablet for the price of 4.99 euros. Announced their arrival with pomp and circumstance-and given that many famous and influencers had access to these relics and showed the public to prove them before leaving the store-they were made all the way throughout the country at the door of this supermarket to be able to buy. But not everyone did it, and many of those who got it was thinking about the business.

But it’s not just. Pingo Doce came close behind with its version (2.99 €). And the normal store also has them for sale.

Yeah, speculation came to Dubai’s chocolate and it was not too much hours for platforms like Vinted or OLX to show ads of various tablets of these chocolates at prices far above those being practiced on the market. The true law of supply and demand. And the problem is that for a few days, some of these ads were disappearing. Of the two: either the seller regretted or really managed to sell the product.

The fever and madness are installed, but there is a solution for those who have not yet been able to buy a Dubai chocolate bar. It’s just that social networks teach everything, isn’t it? So because there are also several videos of how to have a chocolate from Dubai Homemade. Nothing how to experiment.

Here we have not yet reached this ‘madness’ but in France, for example, the Carrefour chair already uses plastic packaging with alarm protecting these chocolates.

And of course, it’s so viral that marketing doesn’t forgive. Entities like PSP or GNR have already taken the theme to ‘play’ with followers on their social networks. To whom joins, for example, the control.

Now it’s waiting for the next episodes and seeing how far the Dubai chocolate fever arrives. But by the amount of ‘imitations’ that invades the market, any day is accessible to everyone.