Ghirardelli joins Dubai chocolate craze with new-look Squares

Ghirardelli Dubai chocolate overview

• Ghirardelli has entered Dubai-style chocolate by reinventing its signature Squares
• Taller Squares accommodate pistachio and filling
• Dubai chocolate is evolving from a viral trend into mainstream innovation
• Brands are increasingly targeting demand for premium texture-led chocolate experiences

Ghirardelli Chocolate Company has joined one of the biggest confectionery trends of the decade, with the launch of its very own Dubai style chocolate.

And it’s switched up its signature Squares to do it.

Rather than simply replicating the format that has become synonymous with Dubai chocolate, the Lindt & Sprüngli-owned brand has adapted its signature Squares, increasing their height to make room for the famous filling.

“Consumers continue to be drawn to the rich pistachio filling and crispy kataifi texture that define Dubai-style chocolate,” says Ghirardelli vice president, Bobby Oliver.

Ghirardelli is the latest major to embrace the popular trend, following in the footsteps of Mondelēz International, Ferrero Group, Godiva, Hotel Chocolat and Lindt.

Dubai chocolate trend

What started as a viral social media phenomenon has become one of confectionery’s hottest innovation opportunities, with brands and retailers racing to launch their own takes on the pistachio-filled treat.

The launch shows just how seriously the industry’s biggest brands are taking the trend. And, as more confectionery manufacturers enter the segment, competition is intensifying, but the continued stream of new launches suggests consumer appetite remains strong.

For now, Dubai chocolate appears to be evolving from a viral trend into a lasting feature of the premium chocolate market.