Why do foods like Dubai Chocolate 'blow up' online?

Dubai chocolate has become popular for its thick pistachio filling and Knafeh dessert-like taste

The words Dubai and chocolate were two that would never be associated with one another at the start of 2025.

Fast forward 10 months though and variations of the pistachio filled confectionary can now be seen in almost every supermarket in the land.

But what is it that makes certain foods, including Dubaiu chocolate and Bubble Tea, "blow up" and enter everyone's wishlist?

Charles Spence, who is a professor of experimental psychology at the University of Oxford, has been investigating why these confectionary crazes kick off.

"I think part of it is just down to the power of influencers these days, who are very keen to show us them eating the latest new food they've discovered somewhere in the world," prof Spence explained.

"These trends then spread globally very very rapidly."

For trends to kick off they had to have "something that looks different, that looks unique", he said.

In the case of Dubai chocolate, prof Spence pinpointed the "vivid contrast" between the pistachio green on the inside and the brown chocolate on the outside.

"That distinctive visual colour combination, that whoever's watching your instagram post knows that you've got something different."

He said "unique" appearances had also helped the popularity of Aperol Spritz and "even the revival of rose (wine)" - which "many would say is down to the fact that it looks good on Instagram, rather than anything about its taste or flavour".

"When you taste them you sometimes wonder why they're so popular and what's going on."

"I had to do my research and try some of the Dubai chocolate myself, and the rest of my bar is still at the back of the fridge - I can't finish it."

Prof Spence said the popularity of Aperol Spritz had benefited from its appealing appearance

Prof Spence said the food and drink trends were "driven by the younger generations and by social media more than anything else, with that hint of the exotic".

"It's that sort of notion of 'I am a discoverer of the latest new flavour and new taste experience'."

On what might be the next big trend, he said he was "not so sure at the minute", adding: "I'm a bit beyond that generation that has their fingers on the pulse with social media."