Seroogy’s introduces new Dubai Meltaway Bar

Seroogy’s Chocolates is introducing a new twist on a global confectionery trend with the launch of its Dubai Meltaway Bar, a rich and creamy chocolate bar inspired by the popular Dubai chocolate style but uniquely crafted with Seroogy’s signature meltaway center.

The 1.75 oz Dubai Meltaway Bar features Seroogy’s signature smooth meltaway base infused with pistachio cream and crisp toasted kataifi (phyllo dough), all encased in the brand’s signature milk chocolate. The result is a decadent balance of creamy pistachio flavor and delicate crunch.

By incorporating its iconic meltaway center, Seroogy’s has elevated the trending Dubai-style chocolate into a confection that reflects more than a century of the company’s chocolate-making expertise.

“Curiosity really inspired this creation,” said Dan Jauquet, general manager at Seroogy’s. “When I started looking into the ingredients, it sparked an interest in seeing how we could make something special using our meltaway base. After months of testing different ingredients and ratios, we found a combination that delivers expectational flavor and texture. It’s one of the best meltaway bars we’ve ever created.”

Jauquet began developing the recipe in November 2025, experimenting with different pistachio creams and kataifi varieties before landing on the final formulation. The finished bar delivers a flavor combination that has already drawn enthusiastic reactions from early tasters.

“Our version stands out because of the meltaway base incorporated into the recipe and the generous amounts of pistachio and kataifi we use compared to other bars on the market,” Jauquet added. “If you like any version of Dubai chocolate, I dare you to compare. You’ll enjoy this bar until it’s gone.”

The Dubai Meltaway Bar will retail for $5. While the bar includes premium ingredients often pushing similar products above $10, Seroogy’s has intentionally priced it to remain accessible while maintaining the company’s commitment to exceptional quality.

For the initial launch, Seroogy’s will produce 10,000 bars. If the response is strong, the company will add the flavor to its permanent product lineup.

The new bar follows the overwhelming success of Seroogy’s Strawberry Meltaway Bar, released just over a month ago. That limited-edition bar, which was Seroogy’s first new meltaway flavor in five years, sold all 15,000 bars in just seven days, signaling strong demand for innovative flavors from the beloved chocolatier.

The Dubai Meltaway Bar is available at Seroogy’s De Pere and Ashwaubenon retail locations, online at seroogys.com and by phone at 1-800-776-0377, while supplies last.