If you’ve looked around and checked some menus, you’d see that “Dubai chocolate” is all the rage. I saw Lindt selling it while leaving the grocery store, the bougie donut shop has a seasonal Dubai chocolate donut, and a cart opened up selling it locally too.
How has pistachio + chocolate been able to inspire such a marketing blitz? Why do 3 real estate conglomerates in a trench coat pretending to be a country need to invent a new dessert? Lastly, since Dubai is close to Iran, where I assume they source their pistachios, shouldn’t all this pistachio stuff be red?
The name is definitely PR bullshit, I think the name comes from the fact that it was popularized on TikTok by a chocolatier in Dubai, rather than any actual connection in terms of the production pipeline. It’s literally just another one of those “some shit that went viral” temporary marketing trends which seem to make up half of the health and beauty section at the store now.
Having said that, kadayıf and pistachio do combine well with chocolate but it shouldn’t cost any more than a regular chocolate bar. Lindt charging quintuple what their normal bars cost is ridiculous and totally unjustifiable.
To be fair, the name itself is not anymore bullshit than the name of a lot of other sweet treats. At least it has some connection to the place it’s named after.