UNITED STATES – Trader Joe’s is set to join the viral Dubai chocolate trend by launching its own version of the pistachio-filled confection, with the bars expected to hit store shelves on May 28.
According to a Reddit post from a Trader Joe’s employee, the chocolate bar will retail for just $3.99, making it one of the most affordable versions of the popular Middle Eastern-inspired treat currently available in the U.S.
Retail experts say Trader Joe’s version closely mirrors the original Pistachio Kataifi Chocolate Bar made by FIX Dessert Chocolatier in Dubai. The U.S. bar will reportedly be produced by Patislove, a brand specialising in handmade chocolates.
The original bar gained popularity for its unique blend of creamy milk chocolate, pistachio cream, tahini and kataifi — a shredded filo pastry widely used in Middle Eastern desserts. Trader Joe’s bar will initially be available in a dark chocolate version, according to early reports.
Christopher Sadowski
Some customers expressed disappointment on social media over the lack of a milk chocolate option. One Instagram user wrote: “Why did it have to be dark and not milk?” Another added: “I do wish there was a milk chocolate option… is it just me, or does it seem TJ is fond of dark chocolate?”
Despite the split opinion, many fans were thrilled at the prospect of an affordable version of the viral sweet. “Omg! Omg! Can’t wait,” one person wrote. Another joked, “Please delete this post! Let’s keep it a secret.”
The release comes as Dubai chocolate continues to gain traction across the U.S., with original imported bars from FIX Desserts retailing for as much as $35.90 on Walmart’s website. Viral brand Nuts Factory sells two-bar packs for $49.99.
Retailers like Costco have also capitalised on the trend, recently launching a Dubai chocolate ice cream bar featuring pistachio ice cream and a crunchy kataifi chocolate shell.
While long lines may be expected at Trader Joe’s locations when the bar launches later this month, the grocery chain’s entry into the trend could make the sought-after treat more accessible to American customers than ever before.
