It’s the crunch that has echoed across the internet. A thick chocolate bar, a vibrant green pistachio filling, and that unbelievably satisfying sound—the viral Dubai chocolate is undeniably the biggest food trend of the year. With its massive popularity, a wave of incredible options has emerged, leaving fans around the world asking the same question: with so many choices, which one is the best?
Among the top contenders are the trendy Ricolle, the iconic Ulker, and the legendary originator, Fix Dessert Chocolatier. But with all the hype, which one is actually worth your money? We’ve broken down the big three to help you decide which viral chocolate masterpiece you should be enjoying this summer. Here is our official ranking.
Number 3: Ricolle Dubai Chocolate
Coming in at a strong third place is Ricolle. If the Dubai chocolate trend had a social media manager, it would be this brand. Ricolle has perfectly captured the aesthetic and excitement of the viral phenomenon. Their packaging is modern, their marketing is savvy, and the product itself delivers on the core promises of the trend.
The bar features a pleasant milk chocolate shell, a generous amount of pistachio cream filling, and a satisfyingly crispy texture from the kadayif. Ricolle has become a viral hit in its own right, especially among younger audiences who are looking for a taste of the trend that looks as good in an Instagram story as it tastes. It's a solid, delicious, and trendy choice that fully understands and delivers on the assignment.
Number 2: Ulker Dubai Chocolate
Taking the second spot is the household name known and trusted by millions: Ulker. When a titan of the confectionery world like Ulker decides to enter a trend, they do it with the full force of their decades-long expertise. Their version of the authentic dubai chocolate is a masterclass in quality and consistency.
What sets the Ulker bar apart is its rich, distinctly Turkish flavour profile. You can taste the quality that has made Ulker an iconic brand. The chocolate is smooth and creamy, the pistachio filling is robust and authentic, and the crunch is perfectly executed. It’s the familiar comfort of a trusted brand combined with the excitement of a new, global trend. It’s less of a fleeting fad and more of a perfectly crafted chocolate bar that’s here to stay.
Number 1: Fix Dessert Chocolatier
And at the top of our ranking, holding the undisputed title of the champion, is the brand that started it all: Fix Dessert Chocolatier.
Based in Dubai, Fix is the originator, the pioneer, the brand behind the "Can't Get Knafeh of It" bar that launched a thousand cravings around the world. Tasting a Fix bar is like listening to a song from the original artist after hearing a dozen cover versions—you can just feel the authenticity.
The Fix chocolate bar is legendary for its incredibly thick, high-quality chocolate shell that produces the loudest and most satisfying crunch of them all. The pistachio filling is perfectly balanced—not too sweet, intensely nutty, and packed with crispy knafeh (kadayif). It is the benchmark against which all other Dubai chocolates are measured. For any true connoisseur wanting to experience the original dubai chocolate, unadulterated viral sensation, Fix is, and remains, the number one choice.
The Anatomy of the Perfect Crunch: What’s Inside?
Ever wondered what creates that signature, earth-shattering crunch that makes these chocolate bars so famous? It’s not just one thing, but a perfect harmony of three distinct elements working together. Understanding this "anatomy" helps you appreciate the craftsmanship that goes into every bar.
First, you have the Tempered Chocolate Shell. A high-quality bar isn't just made with melted chocolate; it's made with tempered chocolate. This is a precise heating and cooling process that gives the chocolate its glossy shine and, most importantly, its characteristic "snap." This crisp outer layer is the first sound you hear and provides the initial, satisfying break.
Next is the Luscious Pistachio Cream. This is the heart of the bar. An authentic filling uses real, high-quality pistachio paste, which gives it a rich, nutty, and slightly savoury flavour. This smooth, creamy element provides the perfect textural contrast to the other components, making the crunch feel even crunchier.
Finally, and most importantly, is the Crispy Kadayif Pastry. This is the secret weapon. Kadayif (also known as knafeh) is a traditional Middle Eastern shredded pastry. When toasted in butter until golden and brittle, these incredibly fine strands create a light, airy, and multi-layered crispiness that is impossible to replicate with simple rice crisps or wafers. It’s this specific ingredient that delivers the now-legendary sound and texture.
Conclusion: The Choice is Yours
Whether you opt for the trendy and vibrant Ricolle, the trusted and masterfully executed bar from Ulker, or the original, benchmark-setting masterpiece from Fix, you are guaranteed a delicious experience. Each brand brings its own unique strength to this global phenomenon. The best part? Thanks to online sellers, all three are now more accessible to chocolate lovers than ever before. Your only task is to decide which crunchy adventure you want to embark on first.
Summary
Dubai's own Fix Dessert Chocolatier takes the top spot as the originator of the trend, setting the gold standard for the thick chocolate shell and perfectly balanced filling that started it all.
Both Ulker and Ricolle offer fantastic and accessible versions of the viral treat, leveraging Turkish expertise in pistachios and pastry to deliver a high-quality, crunchy experience
This ranking compares three of the most talked-about Dubai chocolate brands: the trendy Ricolle, the iconic Ulker, and the original creator, Fix.
