
World Chocolate Day: The Business Behind Dubai's Artisanal Dessert Boom
From sleek boutiques in Dubai Mall to artisanal workshops tucked away in Al Quoz, the city's dessert scene has transformed into a global hotspot for premium confections. Dubai's obsession with premium desserts reflects its identity as a melting pot of cultures and a hub for innovation. The city's residents, a mix of locals and expats, demand excellence, and its visitors expect experiences that match Dubai's reputation for opulence. Artisanal chocolate has emerged as a perfect fit, blending craftsmanship with the city's love for the extraordinary.
Behind the glossy packaging and viral Instagram posts lies a dynamic industry driven by consumer trends, cultural fusion, and entrepreneurial grit. Dive deep into the business behind Dubai's artisanal dessert boom, exploring how chocolatiers are carving out a niche in a competitive market and why their creations are more than just a sweet escape. The Rise of Artisanal Chocolate in Dubai
Dubai's chocolate scene wasn't always about small-batch, handcrafted bars. A decade ago, the market leaned heavily on mass-produced chocolates from global giants like Mars, Nestlé, and Ferrero. These brands still dominate supermarket shelves, but consumer tastes have shifted dramatically. Today, Dubai's residents and visitors crave authenticity, quality, and unique flavors. This evolution mirrors global trends, with the chocolate market projected to reach $255.58 billion by 2034, driven by demand for premium and artisanal products. In the UAE, the chocolate market is expected to hit $704.11 million by 2030, with Dubai leading the charge.
The city's diverse population, with over 200 nationalities, has fueled this shift. Expats bring their culinary traditions, while food tourism, amplified by events like the Salon du Chocolat, has introduced visitors to Dubai's growing reputation as a confectionery capital. Social media, particularly TikTok and Instagram, has been a game-changer. Viral videos, like Maria Vehera's 2023 post about FIX Dessert Chocolatier's 'Can't Get Knafeh Of It' bar, have turned local creations into global sensations, driving demand and inspiring new chocolatiers.
Brands like FIX Dessert Chocolatier, Mirzam, VOCCA, Forrey & Galland, and Ganache Chocolate have led the artisanal movement. Mirzam, founded by Kathy Johnston, was among the first to bring bean-to-bar chocolate to Dubai, focusing on quality and storytelling. FIX, with its pistachio-filled, knafeh-crunch bars, captured global attention through social media. VOCCA and Forrey & Galland cater to the luxury market, while Ganache emphasizes accessibility without compromising craftsmanship. These brands have tapped into Dubai's appetite for exclusivity and quality, setting the stage for a vibrant artisanal scene. The Business of Bean-to-Bar
Bean-to-bar is more than a buzzword; it's a philosophy that defines artisanal chocolate. Unlike mass production, where manufacturers buy pre-processed cocoa, bean-to-bar chocolatiers control every step, from sourcing raw cocoa beans to crafting the final bar. This hands-on approach ensures quality and allows makers to highlight the unique flavors of cocoa from specific regions, like Madagascar or Venezuela. In Dubai, brands like Mirzam and VOCCA have embraced this method, turning chocolate into a narrative of origin and craft.
Sourcing sustainably is central to the bean-to-bar ethos. Mirzam, for example, works with farmers along the ancient Spice Route, ensuring fair trade practices and transparency. This resonates with Dubai's conscious consumers, who value ethical production. The process is costly, sourcing high-quality beans and investing in small-scale equipment drives up production expenses. Yet, consumers are willing to pay premiums, often AED40-AED80 per bar, for the story, quality, and exclusivity. The global demand for bean-to-bar and single-origin chocolates is growing, with consumers prioritizing flavor authenticity over mass-market uniformity.
The value lies in the experience. A Mirzam bar isn't just chocolate; it's a journey through the cocoa's origin, paired with flavors like cardamom or date. This storytelling sets artisanal products apart, justifying higher price points in a city where luxury is a lifestyle. However, scaling bean-to-bar production is challenging due to limited cocoa supply and high operational costs, pushing chocolatiers to innovate in sourcing and marketing to stay competitive. Chocolate and Culture: Global Flavours, Local Touch
Dubai's artisanal chocolate scene thrives on its ability to blend global techniques with local flavors. Chocolatiers draw inspiration from the city's culinary heritage, incorporating ingredients like saffron, dates, rosewater, and za'atar into their creations. Mirzam's date and fennel bar, for instance, pays homage to Emirati traditions, while Forrey & Galland's saffron pralines fuse French techniques with Middle Eastern flair. This fusion creates a unique identity that sets Dubai's chocolates apart on the global stage.
French chocolatier training is a common thread among Dubai's artisans. Brands like Ganache and Forrey & Galland use classic techniques like tempering and ganache-making, honed in European kitchens. Yet, they adapt these methods to local tastes, creating confections that feel both familiar and novel. Al Nassma, another local favorite, uses camel milk to craft chocolates that resonate with Emirati culture, offering a 'taste of the Emirates' that appeals to tourists and locals alike.
Cultural events like Ramadan and Eid drive innovation. During these holidays, chocolate becomes a centerpiece of gifting, with brands releasing limited-edition boxes featuring regional flavors. The UAE's gifting culture, rooted in hospitality and celebration, has spurred demand for premium chocolates, especially during festive seasons. This demand peaks in December and January, as well as during Valentine's Day and National Day, making these periods critical for sales. Made for Instagram: Aesthetic, Packaging & Brand Identity Image Source: FIX Dessert Chocolatier
In Dubai, presentation is everything. Artisanal chocolates are as much about visual appeal as taste, designed to dazzle on social media. A FIX chocolate bar, with its vibrant toppings and oozy pistachio filling, is crafted for Instagram and TikTok, where ASMR videos of snapping bars rack up millions of views. This visual allure has fueled the Dubai chocolate craze, with brands like FIX selling out within minutes on delivery apps like Deliveroo.
Luxury packaging is a cornerstone of brand identity. Forrey & Galland's elegant boxes and Ganache's sleek designs elevate chocolates into gift-worthy art. Limited editions, like FIX's 'Mind Your Own Biscoff' or Mirzam's seasonal spice bars, create a sense of exclusivity, driving consumer frenzy. Packaging isn't just aesthetic; it's functional, with brands investing in sustainable materials to align with global trends. Recyclable pouches and eco-friendly boxes, like those used by Nestlé's Sustainably Sourced range, appeal to environmentally conscious buyers.
Influencer marketing amplifies this visual strategy. TikTok and Instagram influencers, from local foodies to global stars, showcase Dubai's chocolates, turning small brands into international names. Dessert experiences has also surged, with visitors flocking to Mirzam's Al Quoz workshop or Al Nassma's boutique for hands-on experiences. These moments, shared online, create a feedback loop of hype and demand, cementing Dubai's status as a confectionery destination. Challenges and Growth Potential
Building an artisanal chocolate business in Dubai isn't easy. High startup costs like imported equipment, premium ingredients, and prime retail space create significant barriers. Competition is fierce, with global brands like Godiva and Patchi vying for market share alongside local artisans. The niche nature of artisanal chocolate limits the customer base to affluent consumers and tourists, requiring brands to balance exclusivity with accessibility.
Despite these challenges, growth opportunities abound. Collaborations with luxury hotels, cafes, and airlines have helped brands like Mirzam and VOCCA expand their reach. E-commerce has been a game-changer, with platforms like Noon and Amazon.ae making premium chocolates accessible beyond Dubai. Export markets are also opening up, with Dubai-based chocolatiers shipping to Europe, Asia, and North America, capitalizing on the global appetite for luxury confections.
Emerging trends are shaping the future. Vegan and sugar-free chocolates are gaining traction, with brands like Nestlé launching plant-based options like KitKat V to meet demand. Sustainable packaging is another focus, as consumers prioritize eco-friendly brands. The UAE's chocolate market is projected to grow at a 5.56% CAGR through 2030, driven by tourism and retail expansion. However, maintaining quality while scaling remains a delicate balance for artisanal makers.
Will this sweet success last? The signs are promising. As long as Dubai continues to embrace innovation, whether through new flavors, sustainable practices, or digital marketing, the artisanal dessert scene will thrive. Challenges like high costs and competition persist, but the city's unique position as a cultural and commercial hub ensures its chocolatiers have room to grow. For now, every bite of a Dubai chocolate bar tells a story of craftsmanship, ambition, and a city that never settles for ordinary. Here's to savoring the sweetness and the business behind it. Also Read:
Where to Find the Viral Dubai Chocolate!
The Dubai Chocolate is a perfect blend of Middle Eastern sweets with a globally-loved treat.
Snap & Savor: The Most Instagrammable Desserts in Dubai!
Dubai has some of the most Instagram-worthy and delicious desserts that will leave you craving for more. Check them out!
10 Unique Desserts in Dubai to Satisfy Your Sweet Tooth!
Here are 10 places that serve desserts that are fun and extravagant and are sure to make you go back for a second, third, and even fourth bite!
The Best Bakeries in Dubai to Satisfy your Sugar Cravings
Specially curated for the sweet lovers, our list reveals the best bakeries across Dubai specialising in everything from cakes to pastries, to Arabic sweets.
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Campaign ME
a day ago
- Campaign ME
Sharaf DG campaign goes ‘all-out' to thank customers and celebrate 20 years
Sharaf DG – one of the leading electronic retailers in the Middle East with presence in the UAE, Oman, Bahrain, Egypt and Saudi Arabia – has revealed an omnichannel marketing campaign to mark its 20th anniversary in the region. Through the campaign – which included everything from surprise mall activations, digital takeovers, newspaper ads, influencer-led social media buzz, bank collaborations, as well as exclusive online offers and subscription offers – the brand aimed to 'go all out' to thank its customers and reaffirm its future-forward focus in the region. The ambitious, emotion-first marketing campaign was launched across the UAE, Oman, Bahrain, Egypt, and for the first time in Saudi Arabia, signalling the brand's bold expansion plan in the region. View this post on Instagram A post shared by Sharaf DG (@sharafdguae_official) Keeping customer love at the heart of its celebrations, the Sharaf DG 360-degree campaign was designed to surprise, reward, and re-engage, no matter where or how customers chose to shop. The brand introduced DG Man, a mystery gift-bearer, who became one of the most talked-about parts of the mall activations. The disguised team member surprised unsuspecting mall-goers and even employees, with a choice between a mystery box and assured vouchers. What began as a marketing idea quickly turned into a social media moment. View this post on Instagram A post shared by Sharaf DG (@sharafdguae_official) To keep the energy high within stores, the Puzzle Pop activation invited spending customers to win on the spot, making winners out of everyday shoppers. Hero offers that delivered value included: 20x SHARE points at MAF Malls Free Yasmina AI speaker and a Yango Play subscription Free Smiles Unlimited subscriptions Bank collaborations across Emirates NBD, FAB, Dubai First, Al Hilal, and SIB Online exclusives such as AED 200 cash-back as well as scratch-and-win promotions View this post on Instagram A post shared by Sharaf DG (@sharafdguae_official) From print to platform takeovers In a strategic blend of traditional and digital media, Sharaf DG looked to take its campaign to every corner of the region. This strategy included a full-day takeover of Khaleej Times' website, driving millions of impressions and reinforcing the scale and impact of the celebration. Print was not left behind. A full-page newspaper advertisement ran in a key title, serving the 20th anniversary celebration and driving brand awareness in equal measure. Powering the reach: Influencers and regional nuance The campaign wasn't just broad, it was deeply local. In each market, messaging and tactics were adapted to suit the cultural tone and shopper behaviour. While the UAE leaned heavily on omnichannel experience, Egypt and Oman saw more tactical rollouts in partnership with local media. Meanwhile, a diverse array of influencers, spanning Emiratis, Arab expats, South Asians, and Gen Z communities rallied around the anniversary, documenting activations and sharing joyful moments on Instagram and TikTok. View this post on Instagram A post shared by B. KAR (@ Behind the scenes, BPG Group played a pivotal role in orchestrating media buying, facilitating exposure, and creating synergy between platforms. A Gulf News supplement further added editorial heft to the campaign, while bank partnerships ensured wider transactional engagement. While the campaign celebrated two decades of service, Sharaf DG told Campaign Middle East that it is far from done. 'The 20th anniversary campaign wasn't just a celebration, it was a statement. Through the rest of the year, customers can expect surprises, rewards and elevated shopping experiences designed to keep the spirit of the anniversary alive long after the candles have been blown out.' the brand shared in a written statement. 'This reaffirms our commitment to innovation, customer connection, and market leadership across the region.' The success of the 20th anniversary campaign is being measured through reach and engagement. CREDITS: Client and in-house delivery: Sharaf DG PR and media agency: BPG Group


Campaign ME
a day ago
- Campaign ME
Virgin Connect taps into global travel connectivity for summer campaign
Virgin Connect has introduced a timely, insight-led campaign for its flagship travel eSIM product, Virgin Connect Roam. Based on in-depth consumer behavior, the campaign is built around a core truth: mobile connectivity is now a travel essential, on par with passports, accommodation, and itineraries. The campaign aims to communicate how Roam's eSIM puts a stop to last-minute stress, missed bookings or the inability to stay in touch during crucial moments when traveling. The work aims to reframe connectivity as a core travel essential, enabling travelers to feel confident, connected, and in control wherever they go. Through real-life scenarios, from airport arrivals to exploring new cities, the campaign highlights how Roam delivers not just signal, but peace of mind, freedom, and shared experiences worth remembering. View this post on Instagram A post shared by Virgin Connect (@virginconnect) 'At Virgin Connect, we are not just offering connectivity; we are delivering flexibility, affordability and simplicity,' said Walid Omar, Group Chief Product Officer. 'Roam was built to amplify travel experiences, keeping travelers connected so they can focus on the moments that matter most.' The campaign, developed in-house by the Beyond ONE – Virgin Connect team, aims to set the telecommunications brand apart through its consistent community-first mindset. By merging a seamless travel eSIM offering and emotionally intelligent storytelling across multiple touchpoints, Roam aims to position itself as the preferred choice for Gen Z and young Millennials across the GCC: digital natives who expect simplicity, value, and cultural relevance in every decision they make. Furthermore, the campaign will activate across high-summer outbound markets including Saudi Arabia, Qatar, Oman, Bahrain, and Kuwait with multilingual creative in English, Arabic, and Spanish. This includes a content-rich mix of AV, mobile-first formats, and social-native assets to ensure strong engagement across the platforms where travel planning lives. The brand has extended the campaign by partnering with popular regional travel content creators. The Virgin Connect Roam eSIM offers access to mobile data in over 190 countries. Users can activate tailored travel plans in seconds via the Virgin Connect Roam app. From regional bundles to global passes, they can track usage and stay in control before takeoff or mid-journey. The latest campaign from Virgin Connect Roam aims not to just change how the GCC connects; but reshape what travel feels like. Credits: Client: Beyond ONE – Virgin Connect Roam Group CMO: Sonya Abdo Group VP Brand: Daniela Caccia Director, Go-To-Market: Shiwa Safari Director, Commercial: Mian Taimoor Ahmad Director, PR: Layal Elbily Strategy and Creative Development: In-house by Group Beyond ONE marketing team Senior Designer: Mirna Abu Aita Senior Copywriter: Caroline Feghaly Assets development: Dotspace Agency


Emirates Woman
2 days ago
- Emirates Woman
7 free nature spots to visit this summer, from hidden mountains to pristine beaches
Staying in the UAE for the upcoming summer season? Skip the crowded malls and predictable staycation spots – the real magic lies just beyond the city limits. While everyone's scrambling for brunch reservations, you could be kayaking through turquoise mountain waters, walking through whispering mangrove forests, or discovering surreal salt lakes that look straight out of a fantasy novel. Best part? All these experiences come with a price tag of zero dirhams. This summer, trade skyscrapers for starry skies and traffic noise for birdsong at these breathtaking natural escapes – all within easy reach of Dubai and Abu Dhabi. No flights needed, just your sense of adventure and maybe a picnic basket. Here's where to find that 'I can't believe this is the UAE' feeling without leaving the country: Al Wathba Salt Lake Just a short drive from Abu Dhabi, this otherworldly landscape has taken social media by storm. The lake's crystalline waters contrast dramatically with its mushroom-like salt formations, creating optical illusions that change with the sunlight. Arrive at sunrise or sunset for the most magical lighting, when the salt crystals sparkle like diamonds. Don't forget your camera – the geometric salt patterns make for extraordinary photographs that will leave your followers in awe. Hatta Dam Nestled in the Hajar Mountains, this man-made reservoir offers some of the most spectacular scenery in the UAE. The vibrant turquoise waters against the rugged mountain backdrop create a scene reminiscent of European alpine lakes. Rent a kayak (available for reasonable prices) or simply enjoy the view from one of the many picnic spots. Adventurous visitors can hike up to the famous Hatta Hill sign for panoramic views that stretch all the way to Oman on clear days. Jubail Mangrove Park This protected ecosystem showcases the UAE's delicate coastal beauty. The 2km boardwalk takes you through dense mangrove forests where you might spot flamingos wading in the shallows or turtles surfacing for air. Visit during high tide to see the mangroves in their full glory, when the water completely submerges their intricate root systems. The park offers free entry on weekdays, making it an ideal weekday escape during the Eid Al Adha break. Snoopy Island View this post on Instagram A post shared by Ash Young (@adoredecordxb) Named for its distinctive shape resembling the beloved cartoon character, this marine sanctuary offers some of the best snorkeling in the country. The shallow waters near the shore are perfect for beginners, while more experienced swimmers can explore the deeper areas teeming with colorful coral formations. Keep an eye out for the resident sea turtles that frequently surface near the island's eastern side. Al Hayer Forest This unexpected green oasis in the middle of the desert is one of the UAE's best-kept secrets. The dense concentration of ghaf and samar trees provides welcome shade during hot days, making it an ideal spot for a family picnic. As evening falls, the forest comes alive with the sounds of desert wildlife – you might even spot an Arabian hare, desert fox or a camel if you're quiet and patient. Love Lakes & Moon Lake The interlocking heart-shaped lakes of Al Qudra are even more enchanting in person than in photographs. Walk along the sandy paths that wind between the lakes, or rent a bike to explore the surrounding desert landscape. Nearby Moon Lake, shaped like its namesake, offers a more secluded experience. Time your visit for early morning to potentially spot the graceful Arabian oryx that have been reintroduced to the area. Wadi Shees This mountain valley offers a rare opportunity to experience flowing freshwater in the UAE. The well-maintained walking trail follows an ancient falaj (irrigation system) through date palm groves and past traditional stone houses. For the more adventurous, side trails lead to hidden pools and waterfalls that are particularly refreshing after rare rainy periods. Pro Tips for Your Eid Nature Adventure Early mornings (6-9am) offer the most comfortable temperatures and best wildlife viewing opportunities. Many locations have limited facilities, so bring plenty of water, snacks, and sun protection. Weekdays are significantly less crowded than weekends during holiday periods. Consider combining visits to nearby locations (like Love Lakes and Al Qudra Lakes) for a full day of exploration. This summer, embrace the spirit of adventure and discovery by exploring these natural treasures. Whether you're seeking peaceful reflection, family bonding time, or thrilling outdoor activities, the UAE's diverse landscapes offer something for everyone. Pack your sense of wonder along with your picnic basket, and prepare to be amazed by the natural beauty that exists just beyond our urban centers. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied & Feature Image: Instagram