Candy titan The Hershey Company is diving into one of the most buzzworthy trends in sweets: the so-called “Dubai chocolate” craze. According to Food Dive, the company will release a limited-edition “Dubai-inspired” chocolate bar on December 4, featuring milk chocolate filled with pistachio and kadayif — a shredded pastry dough popular in Middle Eastern desserts.
Hershey is producing only 10,000 bars, available through GoPuff in New York, Philadelphia and Chicago, as well as in person at Hershey’s Chocolate World in Times Square. As Food Dive reports, “When something takes over social media like this, we knew it deserved a one-of-a-kind release,” said Megan Pantalone, Hershey’s senior manager of innovation.
Initially, the “Dubai chocolate” concept dates back to 2021 in the UAE. It gained momentum after an influencer made the bar viral on TikTok, prompting global brands to jump on board. Hershey is pricing its version at a “more reasonable” $8.99 — compared to some versions of the trend that reach as high as $20.
The move is more than just a novelty: Tiffany Menyhart, Hershey’s Chief Customer Officer, described the launch as part of a “strategic decision” to showcase the company’s innovation agility and deepen its presence in the nearly $30 billion U.S. chocolate space. Hershey’s choice to partner with GoPuff is aimed squarely at Gen Z consumers: roughly 85 % of GoPuff users fall into that demographic, the company says.
Innovation has been a key focus for Hershey lately: incorporating trendy ingredients, new formats and more experimental fillings. According to Food Dive, the filled-bar platform is “on the rise, and growth is accelerating.”
In short, Hershey is wagering that a social-media-driven confection trend can translate into real consumer traction — albeit with scarcity built in. For chocolate enthusiasts and trend-hunters alike, this may be one release worth watching — and acting fast.
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