Crumbl has officially hopped on the Dubai chocolate train, unveiling its new Dubai Chocolate Brownie in this week’s lineup.
The dessert comes after Crumbl took to social media and allowed fans to decide between two inspired flavors: Dubai Chocolate Brownie and Dubai Chocolate Cheesecake.
Inspired by the famous chocolate, the brownie is “a soft, fudgy brownie with a crunchy kataifi and pistachio filling topped with a layer of milk chocolate and drizzled with even more pistachio cream.” The latter was described as “a decadent chocolate cheesecake nestled on a chocolate graham crust, topped with crispy kataifi and creamy pistachio filling, a light drizzle of milk chocolate, and a dollop of whipped cream.”
The gooey brownie took the cake (pun intended) and will be available from Aug. 18-23 at Crumbl. Here’s what else is in this week’s lineup and where you can pick up the trending fudgy creation in Daytona Beach, Florida.
What is Crumbl’s Dubai Chocolate Brownie?
The Dubai Chocolate Brownie is a”soft, fudgy brownie with a crunchy kataifi and pistachio filling topped with a layer of milk chocolate and drizzled with even more pistachio cream,” inspired by the Dubai Chocolate trend.
It beat out Crumbl’s proposed Dubai Chocolate Cheesecake for a spot on this week’s menu.
Why is Dubai chocolate so popular? What is it?
Dubai chocolate first started trending on social media last year, after content creator Maria Vehera posted an ASMR video munching on the chocolate bar. The video has amassed over 134 million views and 7.2 million likes.
Vehera’s viral video features the “Can’t Get Knafeh of It” bar, from FIX Dessert Chocolatier, a dessert shop based in Dubai.
The multi-textured bar is made from milk chocolate and is filled with pistachio and tahini paste, as well as crispy knafeh pastry.
Dubai chocolate-flavored desserts have become a trend following the TikTok’s success, with individuals and companies alike creating crepes, cookies, ice cream, doughnuts and more inspired by the flavor profile and texture.
Are there Crumbl stores in Daytona Beach, Florida?
There is only one Crumbl location in Daytona Beach, Florida, according to the official store locator:
What is the Crumbl lineup this week?
Crumbl’s lineup for Aug. 18-23, 2025, consists of seven different flavors:
Does Crumbl offer a free birthday cookie?
Yes. You can enjoy a free single cookie voucher on your birthday when you join the Crumbl Rewards Program on the app and register your birthday.
This article originally appeared on The Daytona Beach News-Journal: What’s in Dubai chocolate? How to get a taste of Crumbl’s new Dubai Chocolate Brownie
Reporting by Ashley Ferrer, USA TODAY NETWORK – Florida / The Daytona Beach News-Journal
USA TODAY Network via Reuters Connect
