In a strategic move to capitalize on one of the year’s hottest confectionery trends, Ghirardelli has launched its GHIRARDELLI Dubai Style Chocolate, a limited-edition milk chocolate praline featuring individually wrapped bite-sized pieces inspired by the pistachio and crispy kataifi flavors that have taken social media by storm. Described as “a premium, individually wrapped bite-sized take on the popular Dubai chocolate trend” delivering “a deliciously layered, textural experience,” this product builds on the brand’s earlier success with its sell-out Dubai Style Chocolate Sundae at retail locations and pop-up events.
Available starting October 14, 2025, exclusively on Ghirardelli.com in a 4 oz bag for $13.95, with larger gift bundles and a 50-count Dubai Style Chocolate Gift Box for $75, the chocolates will expand to Ghirardelli Chocolate Shops soon and select retailers in November—perfect timing for holiday gifting and sharing.
This launch positions Ghirardelli amid a saturated U.S. chocolate market, where Hershey’s leads with a market share over 10%, followed by Reese’s 10%, M&M’s and Lindt (9% each). Ghirardelli holds a respectable mid single digit share, a top brand in the upper middle price quartile alongside smaller players like Ferrero and Russell Stover.
With this launch, Ghirardelli joins a growing list of domestic entrants riding the viral Dubai chocolate wave, differentiating through its bite-sized, gifting-focused format rather than bars or bonbons.
Brands Jumping On The Pistachio-Kunafa Bandwagon
Chocolatiers the world over have been quick to adapt the trend, often adding reimagined twists:
Läderach: Introduced Dubai Pralines.
Russell Stover: Launched Dubai Style Chocolate with “soft pistachio butter filling and crisp kataifi layers,” marketed as “crispy, creamy, and irresistible.”
Lindt: Introduced White and Dark Dubai Style Chocolate bars across several markets internationally including the UK.
Kilwins: Released Dubai Chocolate Truffles in milk and dark variants, featuring a rich pistachio filling paired with crispy kataifi for World Chocolate Day, reimagining the viral bar in bite-sized form.
Maverick Chocolate Co.: Offered Dubai truffles with silky pistachio cream, tahini and crispy, golden kadayif.
Patchi: Rolled out Pistachio Kunafa chocolate piece and bar, available online.
Bissinger’s Handcrafted Chocolatier: Created Milk Chocolate Pistachio Truffles with Italian pistachios and creamy ganache, plus a Milk Cherry Pistachio Bon Bon Truffle in its royal-inspired collection.
Christopher Elbow Chocolates: Included SPUMONI with cherry pâte de fruit and pistachio white chocolate ganache in its Ice Cream Collection.