Hershey is stepping into the viral Dubai-style chocolate trend with a limited-edition launch on December 4, offering just 10,000 bars infused with pistachio and kadayif, a Middle Eastern shredded pastry.
The bars will be sold exclusively through Gopuff in New York, Philadelphia, and Chicago, as well as at Hershey’s Chocolate World in Times Square. Each bar will be priced at $8.99 — far below the $20 some Dubai-style chocolates fetch amid soaring demand and supply chain pressures.
“When a trend takes over social media, it deserves a unique release,” said Megan Pantalone, senior innovation manager at Hershey. “Once they’re gone, they’re gone for good.”
The Dubai chocolate craze began in 2021 after a Dubai chocolatier created the dessert to satisfy a pregnancy craving, later gaining global momentum through TikTok. Major brands like Lindt and Lidl have since introduced their own versions.
Hershey’s limited run is part of a broader strategy for 2025 to showcase faster innovation and tap into emerging consumer trends. By partnering with Gopuff — whose customer base is roughly 85% Gen Z — the company aims to strengthen its relevance with younger buyers and expand its position in the $30 billion U.S. chocolate market.
“This is a targeted opportunity for us to test, learn and move quickly,” said Tiffany Menyhart, Hershey’s chief customer officer.