Crumbl's Dubai Chocolate Brownie sweeps the nation with a Middle Eastern twist

Crumbl Cookies launched its highly anticipated Dubai Chocolate Brownie nationwide on August 18, 2025, riding the wave of a viral social media sensation that originated from Dubai’s Fix Dessert Chocolatier.

This decadent treat transforms the classic brownie into a multi-textured experience, combining a soft, fudgy base with crunchy kataifi (shredded phyllo dough), a luscious pistachio filling, a layer of smooth milk chocolate, and a drizzle of pistachio cream. Priced with a $1.99 upcharge, it is available for a limited time until August 23, captivating dessert lovers across the country.

Inspired by fan votes and viral trends

The Dubai Chocolate Brownie was selected for Crumbl’s rotating menu following enthusiastic fan votes that favored it over a proposed Cheesecake version. The cookie brand, well-known for its weekly limited-time offerings, leveraged the viral popularity of Dubai Chocolate bars—known for their unique pistachio and kataifi filling, which took TikTok by storm earlier in the year. This fusion of Middle Eastern-inspired flavors and American dessert culture reflects Crumbl's strategy of engaging its community through exciting, trending tastes.

What’s inside the Dubai Chocolate Brownie?

Unlike Crumbl’s traditional brownies weighing about 7 ounces, the Dubai Chocolate Brownie is slightly smaller at around 4 ounces but packed with generous pistachio cream and crunchy kataifi layers, offering an indulgent contrast in texture. Early reviews note that the dessert contains approximately 670 calories, significantly lower than other Crumbl brownies like the S’mores Brownie (1240 calories), which sparked some debate among fans accustomed to richer portions. Still, feedback praises the balance between the soft fudgy base and the crunchy, nutty toppings for creating a satisfying flavor profile.

Mixed reactions but early sellouts

Online reactions have been mixed: many fans on Instagram and food review sites such as Tasting Table commend the brownie’s texture and inventive flavors, calling it a standout experience. Yet, some critics feel the hype is overblown or note inconsistencies in layer thickness and quality control. Despite this, the brownie’s debut week saw rapid sellouts at testing locations nationwide, underscoring Crumbl’s continued success at turning viral trends into profitable offerings.

The timing of the Dubai Chocolate Brownie release aligns with Crumbl’s peak business months in August, tapping into summer nostalgia and the post-pandemic craving for weekly indulgence. The company’s rotating menu creates anticipation and conversation, helping it maintain a devoted fanbase excited by new arrivals. This launch, accompanied by fan engagement and social media buzz, highlights how Crumbl effectively blends global influences with localized American dessert cravings.

Price and availability

The Dubai Chocolate Brownie carries a $1.99 upcharge on top of regular pricing, reflecting the premium ingredients like pistachios, which face global supply shortages. Available for one week only, from August 18 to August 23, 2025, it invites dessert lovers to act fast before this limited-time sensation disappears.

For those eager to try it, early indicators suggest buying during off-peak times like afternoons may offer better chances to snag this popular treat before it sells out.