You can find the viral “Dubai Chocolate Bar” in this Hoboken store

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It is safe to say that green is *the* color of summer 2024. This is mainly due to bratCharli XCX's sixth studio album, whose cover features the title in a pixelated sans-serif font on a lime green background. But there's another internet trend that stands out for its bright green color palette. All summer long, internet foodies have been mesmerized by the viral “Dubai Chocolate Bar,” searching and scouring their respective cities for these knafeh chocolate bars filled with a unique pistachio cream. If you've been searching for this Middle Eastern delicacy in Hudson County, you're in luck: You can find the viral Dubai Chocolate Bar at the Nuts Factory in Hoboken. Read on to learn more about the viral Dubai Chocolate Bar and where to find it in Hoboken, NJ.

What is the Dubai Chocolate Bar?

In 2023, TikTok influencer Maria Vehera rose to prominence with an ASMR-style video of herself eating a chocolate bar in her car. Aside from the expected buzz over the satisfying sounds (“That CRUNCH!!” reads one comment under the post), users were baffled by the bar’s bright green filling and accompanying dip. “I thought that was guacamole,” one user commented. “Is that chocolate with pistachio filling?” asked another.

Read more: Where to find the best chicken salad in Hoboken?

As it turns out, the dessert comes from a chocolate shop in Dubai called Fix Dessert Chocolatier. Listed on the menu as “Can't Get Knafeh of It,” the milk chocolate bar is inspired by traditional Middle Eastern knafeh and filled with pistachios and tahini paste.

Since Maria’s first video (which received over 4.8 million likes), the delicacy has taken on a life of its own under the now viral name “The Dubai Chocolate Bar”. According to CNNdaily orders at Fix Dessert Chocolatier “went from single digits to 500.” Although the brand originated in Dubai, copycats have popped up across the U.S., each gooier and crunchier than the last. TikTokers, of course, quickly followed suit, seeking out nearby copycats and recording their own ASMR-like taste test videos.

Hoboken's version

Last week, Hoboken foodie Kate Norkeliunas (aka Big Daddy) tried to find the celebrity candy here in Hoboken. “I think about this Dubai candy bar every day,” she begins her TikTok video. “I think about it every day, I crave it every day, and I'm going to find it today.”

@kate

found the Dubai chocolate in Hoboken, NJ

♬ Yacht Club – MusicBox

Finding it was easier than expected. Nuts Factory, a traditional candy store chain, actually launched its own version of the Dubai candy bar in July and stocked a few in its Hoboken store. Fame comes at a price: The bar cost $20.25, which Kate said she was “really shocked” about. Still, Nuts Factory's version proved to be a worthy copy, complete with a milk chocolate exterior, gooey green filling and the signature crunch on top.

Naturally, The Hoboken Girl wanted to try it out for ourselves – and Elena from our team confirmed that it is worth the hype despite the high price. Proof photo below.

Of course, it will only be a matter of days before the next viral food trend eclipses the Dubai chocolate bar, but if you want to try it before then, look no further than the Nuts Factory in Hoboken.

Learn more: The Ultimate Guide to Desserts in Montclair

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