摘要：美国有线电视新闻网（CNN）2025年9月19日报道，凭借抖音爆火的“迪拜夹心巧克力棒”已出现众多仿品。这种巧克力的脆裂口感与开心果酥皮的酥脆质地，激发了从奶昔到可颂等各类美食的创作灵感。如今，总部位于中国香港的“阴谋巧克力”品牌再次对其进行创新演绎：把它打造

传统的全家一道品尝的手工大月饼留住中秋老味道

一、新兴糕点品牌在尊重传统的同时纷纷推出新的月饼创新产品

美国有线电视新闻网（CNN）2025年9月19日报道，凭借抖音爆火的“迪拜夹心巧克力棒”已出现众多仿品。这种巧克力的脆裂口感与开心果酥皮的酥脆质地，激发了从奶昔到可颂等各类美食的创作灵感。如今，总部位于中国香港的“阴谋巧克力”品牌再次对其进行创新演绎：把它打造成了一款月饼。

该品牌是“从豆到棒”（指从可可豆开始自主加工制作巧克力的模式）类型的巧克力品牌，由痴迷巧克力的情侣阿米特·奥兹与塞琳·赫伦在2018年创立。此前该品牌也推出过月饼，但款式更贴近中国传统月饼。传统月饼通常以柔软饼皮为壳，香甜的莲蓉与咸香的咸鸭蛋蛋黄等为馅料。

但今年，这对创始人希望推出更有趣、更易被大众接受的产品。经过四个月的研发，“阴谋巧克力”推出了自有版本的“夹心巧克力棒”，其灵感源自迪拜“FIX甜点”品牌的“克纳法夹心巧克力棒”。该品牌表示，自家版本的巧克力棒甜度更低，且去除了芝麻酱，使得自制坚果泥中的开心果风味更加浓郁。

以开心果味为内馅的FIX甜点巧克力工坊招牌产品巧克力棒爆火后被争相仿效

尽管在风味与口感上采用了创新手法，但奥兹与赫伦仍希望这款产品能致敬原版月饼。月饼的历史可追溯至1000多年前，是众多亚洲家庭庆祝中秋节不可或缺的元素。例如，这款创新月饼的中心设有一颗包裹在黑巧克力中的树莓果酱球，其酸甜口感与浓郁的其他风味形成对比，同时也呼应了传统月饼中象征满月的咸鸭蛋蛋黄。

奥兹表示：“月饼背后承载着深厚的传统，我们必须对这份传统抱有敬畏之心。”

二、从爆款美食新风向中汲取创新传统月饼的元素

并非只有“阴谋巧克力”在追赶这股潮流，中国香港的甜点品牌“甜蜜生活”与“心灵美味烘焙坊”也推出了受迪拜巧克力启发的中秋产品。

“心灵美味烘焙坊”创始人安杰莉亚·陈表示：“我们了解到，消费者在月饼市场的支出意愿并不高。”过去十年间，月饼销量起伏不定，在新冠疫情后经历了一段复苏期，2024年销量却又下滑了9%。“但与此同时，‘持续创新’是我们品牌的核心定位。”

“心灵美味烘焙坊”过去也曾销售传统月饼，但与“阴谋巧克力”一样，该品牌决定打造更具特色的产品。其推出的“巴斯克芝士蛋糕月饼”共有七种口味，其中就包括“迪拜开心果味”。安杰莉亚补充道：“我们希望为消费者带来新鲜感。”

心灵美味烘焙坊“巴斯克芝士蛋糕月饼

地区的主流酒店品牌也纷纷加入这股热潮：吉隆坡文华东方酒店推出了“迪拜巧克力月饼”；新加坡万豪唐普雷斯酒店推出了“海盐巧克力开心果克纳法果仁糖月饼”；新加坡四季酒店则推出了“克纳法开心果巧克力月饼”。新加坡四季酒店餐饮总监卢夏（音译）表示，新奇口味能“激发好奇心”、营造热度，但“传统月饼仍是中秋季的核心”。

新加坡万豪唐普雷斯酒店的海盐巧克力开心果克纳法果仁糖月饼

尽管并非所有品牌都明确表示灵感源自迪拜巧克力，但今年已有数十家月饼生产商将开心果融入产品中：从冰淇淋月饼的开创者“哈根达斯”，到中国香港最畅销的月饼品牌之一“美心”，均有相关产品推出。

香港最畅销月饼品牌美心，今年在其“坚果传奇”礼盒中首次推出“流心开心果月饼”

吉隆坡文华东方酒店的榴莲味月饼

吉隆坡文华东方酒店糕点主厨萨班·卡夫拉克表示，该酒店每年会生产“数万个”月饼。今年的月饼口味多样，涵盖迪拜巧克力味、榴莲味以及传统莲蓉味。

香港中文大学副教授、消费者洞察中心主任胡曼迪表示，每年，各品牌都会从热门美食中汲取灵感，为“追求多样化的消费者”打造传统美食的创新爆款版本。

胡曼迪指出，在这个价值十亿美元的行业中，热门口味很少会取代传统口味，反而能为市场增添活力，并吸引新的消费者，尤其是年轻群体。她补充道，社交媒体是洞察市场需求的快速途径，有助于新品牌打入竞争激烈的市场，在传统口味领域，老牌生产商往往占据主导地位。她说：“若想在众多竞争对手中脱颖而出，就必须推出差异化产品。”

阴谋巧克力在月饼中加入树莓果酱内芯以中和酥脆开心果泥的浓郁口感

“阴谋巧克力”的赫伦表示，他们的开心果泥是自制的。这家小型工厂计划在中秋季（截至9月底）生产约2000个月饼，其售价为每盒（4个装）536港元。尽管月饼是季节性产品，但“阴谋巧克力”表示，其开心果月饼的意义远不止于追逐热度。奥兹说：“如果我们只是想追赶潮流，一年前热潮顶峰时就该推出这款产品了。但我们刻意没有这样做。除了是一股潮流，这款产品本身是消费者喜欢的好产品，公平地说，‘FIX甜点’的创意确实很棒。”

Asia’s billion-dollar mooncake market is going green — although not in the way you’d expect. By Rebecca Cairns on CNN. September 19, 2025.

The dessert-stuffed Dubai Chocolate bar, of viral TikTok fame, has seen many imitators. Its chocolate snap and pistachio-pastry crunch has inspired everything from milkshakes to croissants.

Now, Hong Kong-based Conspiracy Chocolate is reimagining it again: this time, as a mooncake.

The bean-to-bar brand, launched by chocolate-obsessed couple Amit Oz and Celine Herren in 2018, has produced mooncakes before that more closely resemble the traditional Chinese treat, which is typically made with sweet lotus seed paste and savory salted duck egg yolk in a soft pastry casing.

But this year, the duo wanted to do something more fun and accessible.

Over four months, Conspiracy Chocolate developed its own version of Dubai-based FIX Dessert’sknafeh-filled chocolate bar, which it says is less sweet and removes the tahini for a more concentrated pistachio flavor in its homemade nut paste.

FIX Dessert Chocolatier's signature Can’t Get Knafeh Of It bar, stuffed with pistachio knafeh, went viral on TikTok in early 2024. CNN

While taking a creative approach to flavors and textures, Oz and Herren wanted to create a product that pays homage to the original mooncake, which dates back more than 1,000 years, and is an integral part of the Mid-Autumn Festival in many Asian households. For example, in the center of the mooncake, a ball of raspberry jam encased in dark chocolate offers a tart contrast to the richer flavors and echoes the symbolic full moon traditionally represented by the salted egg yolk.

“It has a lot of tradition behind it, and we really need to respect mooncake tradition,” says Oz.

Trending treats

Conspiracy Chocolate isn’t the only one tapping into the trend: Hong Kong dessert-makers Dulce Vida and Soulgood Bakery are also offering Dubai chocolate-inspired Mid-Autumn products.

“We heard that people are not really spending that much in the mooncake market,” says Anjaylia Chan, founder of . Mooncake sales have fluctuated over the past decade, and after a post-Covid recovery, fell by 9% in 2024. “But at the same time, for our brand, our positioning is to always innovate.”

Soulgood Bakery has sold traditional mooncakes in the past, but like Conspiracy Chocolate, decided to create something more distinctive. Its Basque cheesecake mooncake comes in seven flavors, including Dubai pistachio. “We want to excite our customers,” Chan adds.

Major hospitality brands in the region are getting in on the action too, including the Mandarin Oriental Kuala Lumpur with a Dubai chocolate mooncake, Singapore Marriott Tang Plaza Hotel’s sea salt chocolate with pistachio kunafa praline flavor, and a kunafa pistachio chocolate version by the Four Seasons Hotel Singapore.

Novel flavors “spark curiosity” and generate excitement, but “traditional mooncakes anchor the season,” Summer Lo, director of food and beverage at Four Seasons Hotel, Singapore, told CNN in an email.

While not everyone is naming Dubai chocolate as their inspiration, dozens of mooncake manufacturers are incorporating pistachio into their offerings this year: from Häagan-Dazs, pioneer of the ice cream mooncake, to Maxims, one of Hong Kong’s best-selling mooncake brands.

ach year, Mandarin Oriental Kuala Lumpur produces “tens of thousands” of mooncakes, says Saban Cavlak, the hotel's executive pastry chef. This year's flavors range from Dubai chocolate, to durian, to traditional lotus seed paste.

pistachio mooncake this year in its Tale of the Nuts box, which also features a caramel, coffee and macadamia mooncake. Hong Kong MX Mooncakes

Every year, brands take inspiration from trending foods to create alternative, buzzy versions of the traditional treat for “variety-seeking customers,” says Mandy Hu, an associate professor at the Chinese University of Hong Kong (CUHK), and director of its Center for Consumer Insights.

Trending flavors rarely replace traditional ones in this billion-dollar industry, but add excitement and attract new, especially younger, consumers, says Hu. Social media offers a quick way to read the room and could help new brands break into a crowded market where legacy manufacturers often dominate in the traditional flavors, she adds.

“If you want to stand out from the rest of the competitors, you need to offer something different,” says Hu.

Conspiracy says it hasn’t felt the crunch, though. “The nut itself has not increased that much. What increases is the pistachio paste, because most of the people who try to recreate Dubai Chocolate will buy the pistachio paste,” which Conspiracy makes in-house, says Herren.

The small factory aims to produce around 2,000 mooncakes over the season, which retail for HK$536 ($69) for a box of four, until the end of September.

While it’s a seasonal product, Conspiracy says its pistachio mooncakes are about more than just buzz.

“I think if what we wanted was to ride the trend, we would have done it a year ago when it was peaking. We purposely did not,” says Oz. “Beyond it being a trend, it’s something people like, and it’s good — and credit where it’s due, they [FIX Desserts] had a good idea.”

来源：读行品世事一点号