The latter, kadayif, is a type of pastry dough made from strands of shredded filo. It is soaked in sugar syrup and layered with cheese to make the heavenly Arab desert knafeh - and it's what gives Dubai chocolate its addictively crunchy filling.

The chocolate bar is so evenly distributed and you get a good amount of filling with each bite,” said Madison Chambers, a customer at Sahara Food.