A University of Oxford Professor has delved into why it’s increasingly common for food products to go viral online.

Charles Spence, who is a professor of experimental psychology at the prestigious British university, has been investigating why items like Dubai chocolate blow up online.

Speaking with the BBC Prof Spence said he thought part of it was down to the power of influencers.

“…who are very keen to show us them eating the latest new food they’ve discovered somewhere in the world,” he said.

“These trends then spread globally very, very rapidly.”

For trends to take off to this degree, Prof Spence said they had to have something that looks different and is unique. Case in point is Dubai Chocolate, which burst onto the foodie scene at the start of 2025.

Prof Spence said part of this virality was the vivid contrast between the pistachio green on the inside and the brown chocolate on the outside.

“That distinctive visual colour combination, that whoever’s watching your Instagram post knows that you’ve got something different,” he said, adding unique appearances had also helped with the popularity surge in items like the Aperol Spritz and even rose wine.

“When you taste them you sometimes wonder why they’re so popular and what’s going on.

“I had to do my research and try some of the Dubai chocolate myself, and the rest of my bar is still at the back of my fridge. I can’t finish it.”

Prof Spence said it was difficult to determine what the next big trend may be, but that it would likely be driven by the younger generations and by social media.

“It’s that sort of notion of, ‘I am a discoverer of the latest new flavour and new taste experience’,” he said.