Trader Joe's sells viral Dubai chocolate bars for 5 times less than original price

Indianapolis Star

4 days ago

Trader Joe's is now serving up its own version of the viral Dubai chocolate bar, but at a fraction of the price.
The health store's "dupe," or duplicate, of the viral Dubai chocolate bar, which gained traction on social media earlier this year, is manufactured by Patis Food Group, a chocolatier based in Illinois. Though the "Pistachio Cream and Kataifi Filled Dark Chocolate Bar" is actually made in Turkey. The chocolate bar is made with 50% dark chocolate, pistachio cream and kataifi (shredded filo pastry) and sold exclusively at Trader Joe's.
The chocolate bars arrived in stores the week of May 26. Trader Joe's Public Relations Manager Nakia Rohde told USA TODAY that the chocolate bars are available for a limited time, but if customers "really love this product," more will be sold.
Dubai chocolate bars have been all the rage on social media this year due to their smooth chocolate, rich pistachio cream and high price point. Though the original bar is actually made by a Dubai chocolatier, countless brands have swooped in to offer their own, but cheaper versions.
The 3.52-ounce Pistachio Cream and Kataifi Filled Dark Chocolate Bar is $3.99 at Trader Joe's.
California content creator Tina Bekkali posted a taste test video of Trader Joe's Dubai chocolate bar to TikTok on Tuesday, May 27, and as of May 28, the video already has more than 396,000 views.
"I love kunefe and pistachios, so I've been wanting to try Dubai chocolate for months since I first saw it," Bekkali told USA TODAY. "However, I don't want to pay $20+ for a chocolate bar. When I saw Trader Joe's would have one, I specifically went there that morning in hopes of finding them."
Bekkali added that she would buy the Trader Joe's dupe again and is glad the grocery store chain made an otherwise expensive "sweet treat" more accessible to the masses.
Sila Adhiningrat, another California content creator, also posted a TikTok video of her giving the dupe a try. As of May 28, the video had 12,200 views.
Adhiningrat told USA TODAY she enjoyed the Trader Joe's dupe but probably wouldn't buy it again.
"I wouldn't choose it over chocolate bars at Trader Joe's, though, and will probably stick to my other favorite chocolates," she said.
To search a list of Trader Joe's locations, visit the grocery store's website at locations.traderjoes.com.
The original Dubai chocolate bar is made by FIX Dessert Chocolatier in Dubai, United Arab Emirates. A six-pack of bars costs $120 on the FIX Dessert Chocolatier website, making one bar $20.
Named "Can't Get Knafeh Of It," the chocolate bar was first released in 2022 when FIX Dessert Chocolatier Founder Sarah Hamouda wished to satisfy her pregnancy cravings for knafeh (a Middle Eastern dessert made with pastry dough, sweet cheese and syrup) and pistachio, as reported by BBC.
The bars first went viral in 2023, when content creator Maria Vehera posted a TikTok video of her devouring the luxury chocolate bar. As of May 28, the video boasts more than 127 million views.
Countless videos of content creators munching on the viral bar (and 'dupes') have circulated the internet since. And brands are taking the opportunity to release their own versions, including Turkish food manufacturer Ulker ($15 for one bar), New York City-based The Nuts Factory ($50 for two bars) and countless homemade recipes on Etsy.
Yes. FIX Dessert Chocolatier ships its products worldwide.
Editor's note: This story has been updated to add a new video.