A viral chocolate sensation is taking Ireland by storm, driving unprecedented demand at Mullingar-based chocolatier Sugar Plum Sweetery. The now-famous “Dubai chocolate bar” has sparked a nationwide frenzy, with eager customers travelling from across the country to get their hands on the trending treat.
What Is Dubai Chocolate?
The buzz surrounding this unique chocolate bar began when Dubai-based entrepreneur Sarah Hamouda created a pistachio- and tahini-infused chocolate inspired by the Middle Eastern dessert, knafeh. Dubbed Can’t Get Knafeh Of It, the confection quickly gained viral status on social media, leading to soaring global demand.
Irish confectioners David Quirke and Denise Buckley, co-owners of Sugar Plum Sweetery, discovered the chocolate while holidaying in Dubai last October. Enthralled by its flavour, they decided to bring the trend to Ireland, spending a month perfecting their own version before launching it in November.
Massive Demand and 24/7 Production
Since its release, demand for the Dubai chocolate bar has skyrocketed. Quirke revealed that the company is now producing over 3,000 bars daily and plans to double output soon. “It went absolutely nuts,” he said. “Before Christmas, we had a team of 10; now we’re at about 30 staff, and we’re hiring another 10 in the coming week.”
The surge in popularity has forced Sugar Plum Sweetery to operate around the clock. “We’re working 24 hours a day to keep up,” Quirke added. Despite their best efforts, orders have been pushed back by up to 12 business days due to overwhelming demand.
Bulk Buying and Reselling Issues
With demand at an all-time high, the company introduced a bulk-buying option, offering 10- and 20-bar multipacks online. However, this led to opportunistic resellers hiking prices. “We’ve seen people selling our bars for €20 to €30 each,” Quirke said. “Now, we’re limiting purchases and contacting customers to ensure they’re not reselling.”
Retail Expansion and Future Prospects
In November, Sugar Plum Sweetery secured an exclusive contract with Irish luxury retailer Avoca, granting the store priority access for six weeks. The initial batch sold out quickly, and discussions for further restocking are ongoing.
Despite the current trend-driven hype, Quirke is confident that Dubai chocolate will stand the test of time. “This isn’t just a fad; in 20 years, it’ll be as popular as caramel,” he said, acknowledging Hamouda’s pioneering role in creating the concept.
Global Popularity and Media Hype
The Dubai chocolate craze extends beyond Ireland. British food delivery giant Deliveroo named it the top-selling item worldwide in 2024, while Swiss chocolatier Lindt produced a limited-edition version of 300 bars in December. The phenomenon was further fuelled by a viral ASMR-style TikTok video from influencer Maria Vehera.
For those who can’t make it to Mullingar, Sugar Plum Sweetery offers online purchasing—though eager chocolate lovers should prepare for a wait.
