Despite officials saying the popular Dubai chocolate snacks pose only a minimal health risk, the treats have been pulled from shelves in the US after it was discovered that the packaging did not explicitly list “wheat” as an allergen. 

The recall, announced by New York-based Rolling Pin Baking Company, affects Style Chocolate squares sold until August 29. The snacks made with Belgian chocolate, crunchy kunafa, and pistachio filling became a viral sensation after content creator Maria Vehera showcased them on social media.

However, according to the bakery’s Quality Assurance Director, Eddie Dayan, the snacks pose only a minimal health risk but were pulled because the packaging did not explicitly list “wheat” as an allergen. While the label mentioned gluten, US regulations require wheat to be separately declared.

“Gluten is listed on the allergen statement, and gluten is found in wheat. In addition, kunafa, which is known to contain wheat, is also listed in the ingredient statement,” Dayan explained in a notice on Costco’s website. The bakery has reassured fans that Dubai Chocolate will soon return to Costco shelves in select US regions.

How the chocolate became popular

The Dubai-style chocolate bar was created by Fix Dessert Chocolatier, a boutique chocolate shop based in Dubai. Known for its rich Belgian chocolate, crunchy kadayif, and pistachio filling, the treat quickly became a viral sensation online after food creators and influencers shared it on platforms like TikTok. Its growing popularity inspired other bakeries, including the New York-based Rolling Pin Baking Company, to produce their own versions to meet the high demand. The bar became widely recognised as a trendy dessert that combined Middle Eastern flavours with luxurious chocolate craftsmanship.