As of September 9, 2025, Costco has initiated a voluntary recall on a fan-favorite chocolate product that’s been sweeping social media.
The item in question is the Rolling Pin Dubai Style Chocolate, a trendy treat inspired by the viral “Dubai chocolate” phenomenon.
This recall affects products sold at select Costco warehouses and comes amid the product’s skyrocketing popularity, with TikTok videos garnering millions of views and even inspiring menu items like IHOP’s Dubai chocolate pancakes and Costco’s own ice cream sandwiches featuring the style.
Here’s a comprehensive breakdown of the recall, based on official notices and reports.
Contents
The Product and Its Rise to Fame
The recalled chocolate is Rolling Pin Dubai Style Chocolate, described as rich milk chocolate pralines filled with crunchy kadayif (also spelled kunefa, a wheat-based shredded phyllo dough) and pistachio. It comes in a green bag containing mini wrapped chocolates, typically priced at around $14.99 per bag. The product bears item code #1932972, which is printed above the barcode on the back of each package.
This Dubai-style chocolate exploded in popularity earlier this year, particularly on TikTok. A video showcasing the product at Costco racked up over 120,000 likes in May, while another hit more than a million views, highlighting its knafeh-like filling and indulgent appeal. Shoppers have praised it as a luxurious, shareable snack, but its meteoric rise has now been tempered by this safety alert.
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Why the Recall? A Labeling Mix-Up
The recall stems from a mislabeling issue on the packaging. The allergen statement incorrectly lists “gluten” as the allergen, rather than “wheat,” even though wheat is explicitly included in the ingredients via the kunafa (kadayif) component. Costco has described this as an inadvertent error, noting that “gluten is listed on the allergen statement and gluten is found in wheat,” which minimizes the overall risk. However, the company issued the recall out of an abundance of caution to ensure transparency for consumers with specific allergies.
The affected products were sold at select Costco locations from May 1, 2025, through August 29, 2025. Specific regions weren’t detailed in the announcements, but it applies to Costco warehouses where the item was stocked. No specific batch numbers or UPC codes beyond the item code were mentioned, so consumers should check the #1932972 on their packages.
Potential Health Risks
While Costco and the manufacturer, Rolling Pin, assess the health risk as minimal—given that gluten (derived from wheat) is still flagged as an allergen—the error could confuse individuals with wheat allergies or celiac disease. For those allergic to wheat specifically, consumption could trigger serious reactions, including anaphylaxis. Symptoms to watch for include hives, swelling of the face or throat, difficulty breathing, nausea, vomiting, and abdominal pain. If you’ve eaten the chocolate and experience any adverse effects, seek immediate medical attention by calling 911.
This recall highlights the importance of precise labeling in the food industry, especially for viral products that may reach allergy-sensitive households.
What Should Consumers Do?
If you have the Rolling Pin Dubai Style Chocolate at home, do not consume it—especially if anyone in your household has a wheat allergy. Instead:
- Return the product to your local Costco warehouse for a full refund, no receipt required.
- For any questions or concerns, contact Rolling Pin directly at 833-331-2993 (available 9 a.m. to 5 p.m. ET, Monday through Friday).
Costco has emphasized that the recall is precautionary and that no illnesses have been reported to date.
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