From Dubai, with care.
"I'd lived in Dubai my whole life and never seen people queue for chocolate. Then we put it on TikTok and the line went around the block."
Crush is the youngest house in our pantry. Founded in 2023 by Omar Al-Hashimi, the brand built itself around a single idea — kataifi pastry and pistachio cream, layered into single-origin chocolate, finished by hand.
The bar went viral on TikTok in 2024 and has been chasing demand ever since. Crush keeps the recipe tight, the run limited, and the price honest. Every bar is stamped with the Crush seal before it leaves the kitchen.
In two years, Crush has shipped chocolate to 38 countries. Babanuj is its exclusive U.S. partner.
Everything from Crush
A few moments in the history
Omar tests the recipe out of a rented commercial kitchen.
Crush launches with one product: the Dubai Chocolate Bar.
TikTok virality. Production triples in 4 months.
New flavors added; international shipping begins.
Crush lands in 600+ U.S. retailers via Babanuj.
