May 20, 2026 – The crispy, creamy, and nutty snap of Dubai chocolate has made waves around the globe, crossing into bakery, beverages, and ice cream categories. What began as a social media sensation in 2023 was still booming three years later at ISM 2026, a global fair for sweets and snacks taking place in Cologne, Germany. Across the show floor, brands were pitching pistachio lines and a multitude of variations on the Dubai chocolate concept, signaling that the trend has moved well beyond its origins as a novelty confection.
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