Hershey’s has finally jumped on the Dubai chocolate trend, and it typifies the intentional approach the company is taking to viral candy.
The Hershey’s Company announced it’s releasing a limited-edition Hershey’s Dubai-Inspired Chocolate Bar that adds green pistachio filling and kadayif pastry to a classic break-apart Hershey’s chocolate. They’re treating the release like a sneaker drop: only 10,000 bars are being released.
“We don’t chase every trend, but this one was big enough, and there was an opportunity to do it in a Hershey way,” Dan Mohnshine, Hershey’s vice president of demand creation strategy and brand development, tells Fast Company.
To make the bars, Hershey’s flew a small team to Italy to source pistachio and kadayif cream. The company reviewed nine formulas before deciding on the recipe they’re using, which was chosen for its balance of crunch and salt to complement the milk chocolate.
“The ingredients and filling we developed are exclusive to the Hershey’s Dubai-inspired bar—you won’t find this exact combination anywhere else,” Mohnshine says.
The bars will be available for $8.99 at the Hershey’s Chocolate World Times Square on Thursday or online through Gopuff orders in New York City, Philadelphia, or Chicago.
It was a roughly two-month process from late July to September to get the bar from concept to reality, and all 10,000 bars were produced in the company’s Hershey, Pennsylvania, research and development center. The candymaker has a “Velocity Lab” capability that Mohnshine says is “all about taking ideas to consumers quickly by embracing agility, an iterative mindset, and rapid prototyping based on trend signals.”
For the Hershey’s Company, choosing when to jump on a trend depends on whether the candymaker believes it can provide a unique offering and value.
Hershey’s is late to the food trend, which went viral on TikTok beginning in 2023. Shake Shack introduced a Dubai Chocolate Pistachio Shake in June, and Lindt and Ghirardelli released their takes on the trend in July and October, respectively. Demand for pistachio broke the supply chain.
Still, that hasn’t hurt the company’s bottom line. As a limited-edition drop, Hershey’s Dubai-inspired bar is just a sugar rush in its overall sales.
Though the company reported on its October earnings call that Halloween sales were disappointing, which CEO Kirk Tanner blamed in part on the day of week, it’s seen a 6.5% increase of consolidated net sales.
Though just 10,000 bars will be released, Mohnshine says “never say never.”
“We’re really excited to hear what our fans think about Hershey’s version of a Dubai-inspired chocolate bar,” he says.