Dubai Duty Free has reported record-breaking revenue of Dhs 713 million for April, an 18% rise compared to April last year. The impressive figure marks April as the fourth best month in the retailer’s history since its launch.
At the heart of this success? Dubai’s now-famous pistachio-filled chocolate bars, known as 'Dubai Chocolate', which brought in Dhs 28.6 million, averaging nearly Dhs 1 million in daily sales.
The chocolate bars, originally launched by Dubai-based brand Fix in 2021, have gone viral across the region and internationally. Known for their creamy kunafa and pistachio layers, they’ve sparked such high demand that other brands have jumped on board, and even contributed to a global pistachio shortage.
According to Dubai Duty Free executives, at least five different brands now stock the viral sweet to meet soaring demand from travellers. With the chocolates now making up 4% of total monthly sales, it’s clear that it has become a must-buy confectionery item, and a major player in Dubai Duty Free’s continued growth.