A new chocolate sensation from the United Arab Emirates‘ most infamous city, Dubai, has Europeans going to extraordinary lengths to get their hands on a taste.
The Dubai-style chocolate, originally crafted in the Emirates, has created a frenzy across the continent with its unique blend of chocolate, pistachio cream, and crispy kadayif.
Shoppers Queue for Hours in Rain for Exotic Treat
In the western German city of Aachen, hundreds of determined shoppers lined up for hours in drizzling weather.
Armed with camping stools and rain gear, they waited patiently, not for the latest technology gadget but for Swiss chocolate giant Lindt’s version of Dubai chocolate.
"It's a hype, a trend on social media, with people waiting in long lines," said Zi Cheng Lai, a 23-year-old student from Malaysia. "We want to try it out here and be part of it," he added after exiting the Lindt store.
The Dubai chocolate bar truly stands out from traditional European confections. It’s popular thanks to its exotic combination of ingredients.
Fix Dessert Chocolatier originally created the treat by blending high-quality chocolate with a rich pistachio filling and crispy kataifi pastry.
Courts Battle Over Chocolate’s Identity and Authenticity
The chocolate’s popularity has triggered legal battles over what can officially be called “Dubai chocolate.”
A German court in Cologne ruled that the discount supermarket Aldi could no longer sell its “Alyan Dubai Handmade Chocolate” since Turkish manufacturers produced the product.
Aldi argued that the reverse label clearly showed the Turkish origin, but the court concluded that the product’s name could lead consumers to assume “that the product is actually produced in Dubai and imported to Germany.”
German candy importer Andreas Wilmers brought the case, as he sells “Dubai chocolate” made by the brand “Fix” in Dubai. Similar complaints against Aldi discount rival Lidl and Swiss confectioner Lindt remain ongoing.
Dubai’s Sweet Creation Invades Christmas Markets
The chocolate sensation has even reached traditional German Christmas markets.
In Cologne, revelers flocked to a stall run by local delicatessen Kischmisch Manufaktur.
Its founder, Nasratullah Kushkaki, reported that Dubai chocolate was his top seller despite a price of €7.50 for 100 grams.
Christmas market vendors across Germany have embraced the trend with inventive offerings like Dubai chocolate crepes, hot Dubai chocolate, and Dubai chocolate waffles.
Sarah Hamouda, founder of Dubai-based Fix Dessert Chocolatier, traces the sweet’s origin. The entrepreneur shared on Instagram that it all began with her cravings during pregnancy.
When her husband couldn’t find the perfect dessert for her in Dubai, she invented one herself: a chocolate bar filled with pistachio cream and crunchy kadayif pastry threads.
Social Media Drives Sweet Sensation Across Borders
The Dubai chocolate phenomenon owes much of its meteoric rise to social media platforms.
TikTok and Instagram have played a major role in spreading word about this luxurious treat, with influencers and food bloggers showcasing it to millions of followers.
The Fix Dessert Chocolatier’s “Can’t Get Knafeh Of It” bar has racked up more than 90 million views on TikTok. Some customers have boasted about travelling 4,000 miles just to try one.
Viral unboxing videos, taste tests, and reviews have all contributed to building the hype around this sweet treat. The online buzz has turned an ordinary chocolate bar into a must-have luxury item.
Resale Market Emerges Amid Limited Supply
The limited availability of Dubai chocolate has created a thriving resale market. In Portugal, resellers offer Lidl’s Dubai-style chocolate bars, originally retailing for €4.99, for up to four times the price on platforms like OLX and Vinted.
The demand has pushed prices higher, with fans willing to pay a premium to experience the unique flavours. On Vinted, searching for Dubai Chocolate yields more than 500 results, with some bars selling for as much as €20.
Buyers have begun purchasing the bars in bulk. Others have reportedly queued for hours outside stores, often leaving empty-handed as stocks run out within minutes.
Trademark Troubles Emerge in Chocolate Gold Rush
With the trend’s rapid growth, trademark questions have surfaced. The German patent office currently processes 19 active trademark applications for sweets with Dubai in their name.
Across Europe, applicants filed more than 30 such applications as of December 2024.
Patent attorney Rüdiger Bals doubts these applications will succeed because “trademark law examines whether a term is distinctive, and the term Dubai chocolate as such likely lacks sufficient uniqueness.”
The term has become generic for pistachio cream-filled chocolate with kadayif, similar to "chocolate Santa Claus," which cannot receive trademark protection because people widely understand it as a general term.
Luxury Brands Jump Aboard Chocolate Bandwagon
Premium chocolate makers have not missed the opportunity to cash in on the trend.
The Adlon Hotel in Berlin created their own “Adlon Schokolade Dubai Style” with home-roasted pistachios and French Valrhona chocolate. Only 50 bars sold out in just four days at €69 apiece.
Swiss chocolate giant Lindt has embraced the trend to show the nearly 180-year-old chocolatier can innovate with a product first concocted by an Emirati upstart.
Lindt began releasing a limited number of 1,000 chocolate bars in select shops in Germany, with a similar campaign planned for Switzerland.
The Dubai chocolate craze has turned what was once considered an ordinary good into a luxury item.
This transformation calls to mind how Dubai has elevated other common products, such as coffee, which consumers can enjoy covered in 24-karat gold leaves for €50.
For those who hunt this elusive treat, getting your hands on a Dubai-style chocolate bar has become a sweet victory indeed.
Keep up with Daily Euro Times for more updates!
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