Why U.S. businesses are jumping on the Dubai chocolate craze

As the "Dubai chocolate" trend takes over the globe, U.S. companies like Shake Shack and Crumbl have worked quickly to capitalize on its continuing popularity. The idea was first sparked in 2021 by Fix Dessert Chocolatier founder and CEO Sarah Hamouda’s pregnancy cravings, she told CNBC. The original chocolate bars are filled with a mixture of pistachio cream, kadayif (shredded phyllo dough) and tahini.

Post from CNBC on July 17, 2025