Dubai Chocolate Craze Hits Trader Joe's Shelves

The original “Can’t Get Knafeh of It” bar, milk chocolate stuffed with silky pistachio cream, tahini and shards of knafeh pastry, went viral in late 2023 when influencer Maria Vehera posted her first bite. Shelves emptied, queues wrapped around stores, and Dubai’s Fix Dessert Chocolatier became a household name overnight. 

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Copycats, Collabs and the Next Big Drop

Since that TikTok moment, big players such as Ghirardelli, Lindt and even Shake Shack have riffed on the pistachio-knafeh combo. Now Trader Joe’s is joining forces with Turkish brand Patislove to launch its own interpretation and it’s taking a darker turn. The new bar swaps milk chocolate for 50 percent dark chocolate, balancing sweet pistachio cream with a gentle cocoa bitterness. 

What’s Inside the Bar?

• 50 % Dark Chocolate Shell – smooth, not too bitter
• 33.5 % Pistachio Cream – made with 50 % real pistachios
• Crunchy Kataifi (Shredded Filo) – the key to that knafeh-style snap
• Crafted in small batches in Turkey, the bar is exclusive to Trader Joe’s in the United States. 

Release Date, Price and Availability

• In stores: Week of May 26, 2025 (stock may vary by location) 
• Price: About US $3.99 per 100-gram bar, considerably cheaper than many imported Dubai chocolates. 

Hype Check: Fans Are Already Lining Up

Early buzz from Trader Joe’s Reddit and Instagram communities hints at dawn patrol shopping runs: “I’ve never been more excited for a TJ’s item,” wrote one user, while another joked they’d buy ten bars on their ten-minute break.

Why You’ll Probably Love It

• Dark chocolate keeps the sweetness in check.
• High-percentage pistachio cream means real nut flavor, not just sugar.
• Kataifi shards add a surprise crunch you don’t get in most filled bars.

Couple all that with Trader Joe’s reputation for affordable cult-favorite sweets (remember the cornflake milk chocolate bar?) and the odds are high that this Dubai-style riff will sell out fast.

Bottom Line

If you missed the original Dubai chocolate frenzy or just want an easier, cheaper way to satisfy the craving, set a reminder for your next Trader Joe’s run. Grab a bar (or three) while you can; history says they won’t stay on shelves for long.

Happy snacking, and may your chocolate always have a little crunch.