Are TikTok’s Viral Dubai Chocolate S’mores Any Good? We Tried Them.

A new culinary trend is emerging as TikTok users experiment with recipes featuring Dubai chocolate s’mores. The chocolate, developed by FIX Dessert Chocolatier in Dubai in 2022, combines milk chocolate with pistachio cream, tahini, and kadayif, a pastry made of thin layers of dough. After gaining significant attention on TikTok in 2023 due to influencer Maria Vehera’s positive review, Dubai chocolate has gained traction in the United States, spawning various s’mores recipes that incorporate it. Despite the original product remaining exclusive to the UAE, brands like Lindt have released similar alternatives available in American grocery stores.

Creative takes on the classic campfire treat have surfaced, featuring everything from straightforward swaps to elaborate baked s’mores bars. However, reviews have varied. One user’s attempt to make traditional s’mores with the Dubai chocolate found the complex flavors lost among the familiar textures and tastes of the s’more. The combination did not enhance the traditional recipe and came off as overly sweet. While some advocates continue to promote the new flavor fusion, others suggest the chocolate may be best enjoyed on its own.

• Why it matters:
  • Understanding food trends can inform businesses and culinary professionals about evolving consumer preferences.
  • Influencer endorsements can quickly propel products into mainstream markets, affecting sales and marketing strategies.
• The latest: Numerous recipes for Dubai chocolate s’mores are currently circulating on social media, showcasing diverse interpretations of the treat.