The Dubai chocolate bar, a viral sensation on TikTok, has captured the attention of global audiences. Created by UAE-based Fix Dessert Chocolatier, the treat combines milk chocolate with creamy pistachio and crispy kataifi filling. Originally only available in the UAE, international versions from brands like Lindt and local supermarkets are now emerging. Due to skyrocketing demand, a thriving resale market has emerged, with prices reaching up to ten times their original value.
The Dubai Chocolate Phenomenon
The Dubai chocolate bar, crafted by Fix Dessert Chocolatier in the UAE, has taken the social media world by storm. Featuring a blend of creamy pistachio and crunchy kataifi filling wrapped in milk chocolate, this handmade delicacy has captivated the attention of sweet-toothed consumers globally. Initially exclusive to the UAE, the chocolate has spurred a trend of recreations by brands worldwide, including Swiss chocolatier Lindt and various supermarkets across Europe.
Global Surge in Demand
The craze for the Dubai chocolate bar has triggered massive demand worldwide, especially after its viral success on TikTok. The popularity of the chocolate has led to swift sellouts, often within minutes of hitting the shelves. These chocolates, while not the original, have become highly sought-after commodities. Resellers are capitalizing on the surge by listing the bars at significantly marked-up prices on online platforms like OLX and Vinted.
In Portugal, for instance, the bars are being resold for prices ranging from €5 to €50, well above the standard retail price. A €4.99 version sold at Lidl has seen its resale price climb to around €20. A Lindt employee confirmed to NiT that their version of the chocolate disappeared from shelves in less than an hour, highlighting the frenzied demand.
Bulk Buying and Lineups
In some parts of Europe, buyers have been seen queuing for hours outside stores, hoping to secure a bar, only to leave empty-handed when stock runs out. Many customers have taken to bulk buying, securing as many bars as they can to resell at a higher price. The resellers and their ability to tap into high-demand markets reflect just how much influence social media trends can have on consumer behavior.
Europe’s Adoption and Legal Disputes
The Dubai chocolate trend has quickly spread across Europe, with countries like France, the UK, and Germany seeing local supermarkets release their own variations of the product. However, a legal battle has arisen in Germany. A Cologne court ruled that Aldi could not label its chocolate product as “Dubai Chocolate” unless it was manufactured in the UAE. The version sold by Aldi was made in Turkey, a move that sparked controversy.
In addition to the chocolate bars, spin-off products such as Dubai Chocolate Bar cakes have also gained significant traction, further fueling the trend’s momentum across social media platforms.
Fix Dessert Chocolatier’s Growing Success
Sarah Hamouda, the founder of Fix Dessert Chocolatier, shared that the company has seen a massive increase in orders, handling around 100 orders per minute. This is a significant jump from just a few orders per day before the viral trend took off. The company’s “Can’t Get Knafeh Of It” bar, priced at AED 68.25 (€17.20), continues to be the original, handmade version that fuels the ongoing hype. The high price is attributed to the use of premium ingredients such as Belgian or Swiss chocolate, pistachio, and knafeh, as well as the handmade production process.
Social Media’s Role in Inflating Prices
The TikTok buzz surrounding the Dubai chocolate bar has contributed significantly to inflating its resale price. Social media influencers and content creators have added to the hype by sharing tutorials and showcasing homemade versions of the chocolate. With limited availability outside the UAE, the bar’s exclusivity has made it a rare commodity, pushing its price to new heights.
Exclusivity and Ingredient Quality Drive Up Prices
The high price of the original Dubai chocolate bar is reflective of its exclusivity and premium ingredients. The bar is priced at AED 68.25 (€17.20), a premium cost that has only been amplified by the social media trend. The combination of luxurious ingredients like Swiss or Belgian milk chocolate, pistachio, and knafeh, coupled with its handmade nature, further drives its value up, especially on resale platforms.
The Future of the Dubai Chocolate Trend
The Dubai chocolate bar’s explosion in popularity has turned into a global phenomenon, showing no signs of slowing down. While the bars may be hard to find in some markets, the demand continues to fuel a booming resale market and inspire numerous recreations. As long as TikTok and other social media platforms continue to spotlight trends like these, the Dubai chocolate bar’s popularity is likely to keep climbing.
As the Dubai chocolate bar’s fame grows, its high demand is met with both excitement and controversy. Resellers have capitalized on the trend, while legal battles, such as the dispute in Germany, remind us of the complexities surrounding the global appeal of such products. With growing demand and limited supply, the Dubai chocolate trend will likely remain a hot topic in the coming months.
