The Viral Dubai Chocolate Bar Is Headed to Costco’s Ice Cream Section

Costco is jumping on the Dubai chocolate bandwagon this spring, and the beloved bulk retailer is introducing a new ice cream inspired by the highly sought-after Middle Eastern treat. 

Dubai Chocolate ice cream bars are making their way to Costco’s frozen section, food blogger Markie Devo announced this week. This “hand-dipped frozen dessert” — filled with pistachio ice cream and topped with a crunchy milk chocolate coating — is inspired by the wildly Instagrammable chocolate bar, which has been trending online over the past few months. 

It’s easy to see why the treat has become a worldwide obsession: It takes a thick chocolate bar and fills it with pistachio cream and kataifi (shredded bits of toasted phyllo dough), adding a crunchy texture to the smooth filling. The dessert’s popularity is attributed to Fix Dessert Chocolatier, a local Dubai producer led by married couple Sarah Hamouda and Yezen Alani, whose knafeh-filled “Can’t Get Knafeh of It” chocolate bar initially sparked the trend after content creator Maria Vehera posted about it in a now-viral video. 

Costco’s version is reportedly rolling out to warehouse shelves as we speak. Afters Ice Cream, the Southern California brand that created this treat exclusively for Costco, first debuted the flavor at the Coachella music festival earlier this month. (Although, we’re assuming they were priced a touch higher than the bulk retailer’s box.) The brand, launched in 2014, has introduced flavors like Ube and Saigon in their pints. 

A box of 10 bars retails for $18, as photos from the warehouse store show — a steep price for trying out a new treat, as some Redditors remark. Still, that hasn’t stopped food bloggers from scooping up the dessert during their Costco runs. 

And no, you’re not just imagining it: Brands and restaurants alike are embracing pistachio flavors this season. Shake Shack has released a crackable Chocolate Pistachio Dubai Shake at select coastal outposts, while Dunkin’ has brought back its ever-popular Pistachio Swirl flavor this spring. 

While the original Dubai Chocolate Bar — available only in Dubai via Deliveroo and at a few importers in the United States — began trending in late 2023, product development teams need a little more time to finalize their brand’s approach to a viral product. If anything, this crispy and chocolatey treat could serve as a case study for brands dreaming up their own spin on a viral recipe. 

The rich nuttiness of Dubai chocolate has been everywhere this spring. At some point, it no longer poses the question of whether you’re going to try it —  but when.