The Dubai chocolate trend illustrates how viral fads can dilute brand identity

The Drum was not alone in thinking the hubbub around Dubai Chocolate on social media was a bit nuts, pardon the pun. Ehrenberg-Bass Institute’s Dr Ella Ward goes deeper with an opinion that most brands shouldn’t have touched it.

Pistachio has been called the ‘hottest flavour trend for 2025’, and with a quick trip to the supermarket it’s easy to see why. From confectionary to coconut water, brands are wrapping their products in pastel green, hoping to ride the viral wave. But it begs the question: is it worthwhile being on-trend, if it means being off-brand?

Pistachio first hit our screens in late 2023 when TikTok influencer Maria Vehera posted a video of herself unwrapping and eating a pistachio and knafeh chocolate bar from Fix Dessert Chocolatier. Dubbed ‘Dubai chocolate’, the video quickly went viral and inspired a wave of imitation products. What started as a flavour has turned into a design brief and herein lies the problem.

Too often new variant launches are accompanied by a complete packaging overhaul. On-pack cues, like pastel green, are chosen for their value as cultural currency, rather than their consistency to the brand’s identity. The goal? To create short-term impact: stand out on the shelf, appeal to trend-conscious younger shoppers, and tap into social media virality. But in chasing quick wins, brands could be trading long-term brand equity.

Read the full article in The Drum.