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Eid in the MENA region has always been a celebration steeped in rich flavours and time-honoured treats. But a quiet transformation is happening across, retailers, manufacturers, boutique brands and more: global flavours are reinterpreting regional classics in exciting new ways.

From pistachio to orange blossom, chilli, matcha and more, MENA-based and global producers are experimenting with flavours, not just for novelty, but to reflect the cross-cultural tastes of a younger, cosmopolitan generation.

Opportunities for Regional Makers

Across the Middle East and beyond, pastry chefs, boutique brands and even mass-market snack producers are reinterpreting classic Eid confections with global twists. Think saffron baklava with honey, pistachio kunefe cheesecakes, rosewater Turkish delight, matcha berry chocolate and maamoul stuffed with pistachio.

These are not just gimmicks, rather, they reflect a broader trend, that consumers are seeking familiar comfort with a contemporary edge. The blending of heritage and novelty allows for deeper storytelling, more memorable gifting and stronger emotional connections.

What’s Driving the Flavour Fusion?

1. Globalised Palates - Consumers, especially younger generations in the MENA region, are increasingly adventurous in their taste preferences, even with traditional sweets. A 2023 YouGov survey found that consumers in the UAE are eager to try international cuisines, with strong interest in Japanese, German and U.S. flavours. This openness has led to new creations such as matcha-filled baklava, halva blended with tahini and more.

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2. Social media & Visual Appeal - 60% of global consumers report that social media influences their decision to purchase sweet treats and over half anticipate placing food orders directly through platforms. For example, the viral success of FIX Dessert Chocolatier’s “Dubai Chocolate”, a bar filled with pistachio cream and kunefe, demonstrates how visually captivating, culturally resonant products can drive mass demand with zero traditional advertising.

3. Diaspora & Hybrid Identity - Multicultural households are using flavour innovation to express both heritage and modern identity. For example, in Oman alone, 63% of consumers said they prefer fusion cuisine to traditional dishes. UAE-based brands like Mirzam Chocolate combine Emirati ingredients, like dates and rosewater, with global elements like fennel or falooda and white chocolate to appeal to hybrid palates.

4. Product Differentiation in a Crowded Market - For brands gearing up to exhibit at ISM Middle East, flavour innovation is a low-barrier way to stand out while respecting cultural heritage. This rings true for industry giants, as Kit Kat Arabia has launched many rare, limited-edition fusion flavoured bars over the years. Think Azuki Sando, Apple, Wasabi, Ocean Salt and more.

Opportunities for Brands and Makers

Today’s consumers aren’t just looking for something sweet, they’re looking for meaning, story and identity in every bite.

Flavour fusion offers brands a way to connect emotionally while standing out in a competitive market. Here’s how businesses can make that connection tangible:

Launch Limited-Edition Products Seasonal confections that blend local and global influences, think cardamom-matcha cookies or chocolate-coated maamoul with sea salt, which can create a sense of exclusivity while tapping into festive sentiment.

Elevate Storytelling Through Packaging Use design and messaging to tell a flavour story that spans cultures. Eid-inspired motifs, origin maps, or callouts like “A Levantine twist on a European classic” help emotionally anchor the product.

Collaborate for Creativity and Credibility Partnering traditional artisans with contemporary chefs, or regional influencers with global brands, builds buzz while respecting culinary heritage. These collaborations can serve both authenticity and innovation.

Use Digital-First Launches to Test and Scale Leverage online platforms and social media to drop new flavours and test consumer response in real time. Viral hits like Ahmad AlZamel’s ‘Lazy Cat’ cake, which was a hit during Eid al-Fitr, didn’t start in supermarkets, they started in reels, stories and DMs.

Confectionery’s Future Is Deliciously Diverse

As the industry plans to gather at ISM Middle East from 15-17 September, we’re reminded that innovation doesn’t have to mean abandoning tradition; it can mean honouring it in bold new ways. Sweets and Eid will always go together, but how we define ‘sweet’ is evolving and that’s something worth celebrating.