Häagen-Dazs is fully embracing the Dubai chocolate trend.
The Dubai chocolate phenomenon, which has shown little sign of slowing down since it swept social media in late 2023, is now coming for your Costco membership.
Häagen-Dazs announced this week that it is releasing Dubai Style Chocolate Mini Ice Cream Bars exclusively at select Costco locations, with a broader national rollout to follow — the latest major brand to chase the food trend.
The new bars feature pistachio ice cream, kataifi, and a milk chocolate shell, and are set to begin hitting select Costco stores starting the week of April 27, though they’ve already been spotted in some warehouses.
They will be sold in boxes of 20 single-serve bars, priced between $15.49 and $15.99 depending on location. A wider rollout across the U.S. is planned to follow, though the bars will not be available at Costco locations in Texas or the Southeast region.
“At Häagen-Dazs, we’re always inspired by the idea that indulgence should never be rushed,” said Rachel Jaiven, head of Häagen-Dazs Marketing. “With our new Dubai Style Chocolate Mini Bars, available at select Costco locations, we wanted to bring consumers a globally inspired experience that invites them to slow down, take their sweet time, and savor every bite.”
The trend traces back to Fix Dessert Chocolatier, a Dubai-based company that first produced and distributed its now-iconic bar in 2022. The confection — officially named “Can’t Get Knafeh of It” — is a chocolate bar filled with toasted, shredded phyllo dough known as kataifi, pistachio cream and tahini. It skyrocketed to fame after a TikTok influencer’s video of herself eating the bar went viral.
Häagen-Dazs is not the first premium ice cream brand to freeze the trend into bar form. Magnum recently landed its own Dubai Chocolate Style bars available at rival warehouse store Sam’s Club, where a 12-count box is priced at just under $12.
