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Food And Drink / Trends
Waitrose Caps Sales of Viral 'Dubai Chocolate' Amid Frenzy
A chocolate bar inspired by a Dubai dessert has taken the UK and Europe by storm, fueled by social media trends. The intense demand for this treat, particularly Lindt's version, has led supermarket Waitrose to implement purchase limits as s...
Key Insights
- The 'Dubai chocolate' trend originated with Fix Dessert Chocolatier in the UAE, featuring pistachio and crispy kataifi (knafeh) pastry.
- TikTok virality (#dubaichocolate has over 328,000 posts) significantly boosted its popularity globally.
- Major retailers like Lindt, Lidl, M&S, Morrisons, and Waitrose have launched their own versions or stocked Lindt's offering.
- High demand causes rapid sell-outs, sometimes within minutes (e.g., Lidl's version sold out in 84 minutes in one instance, Lindt's in 40 minutes).
- **Why this matters:** This illustrates the power of social media trends to drive consumer demand and create stock challenges for retailers. It also highlights a burgeoning resale market where the bars are sold at significantly inflated prices (up to 4x).
In-Depth Analysis
The craze began with Fix Dessert Chocolatier's "Can’t Get Knafeh Of It" bar in Dubai. Its unique texture (crispy pastry, creamy pistachio, snapping chocolate) and flavour profile became a hit on platforms like TikTok, particularly with food influencers and ASMR creators. Swiss chocolatier Lindt responded by launching its own 'Dubai Style Chocolate' bar in the UK, initially in select stores before expanding to Waitrose, Sainsbury's, and Ocado. The immense popularity led Waitrose to display signs limiting customers to two £10 bars per transaction. Waitrose stated this ensures more customers get a chance to try the sought-after product, countering speculation it was purely a marketing tactic to create scarcity. The high demand isn't just a UK phenomenon; in Portugal, resellers list versions of the chocolate on sites like Vinted for hugely inflated prices. While the original Dubai bar is handmade and priced around €17, the limited availability and social media hype contribute to the high cost and exclusivity of both the original and its popular recreations.
FAQ
* Q: Why is it so popular?
* Q: Why did Waitrose limit sales?
Takeaways
- Be aware that finding this specific chocolate might be difficult due to high demand and stock shortages.
- If you find it, expect purchase limits at some retailers like Waitrose.
- Beware of highly inflated prices on resale websites.
- Consider trying recipes online to make a homemade version if you can't find it in stores.
- You can also explore other pistachio and pastry-filled chocolates as alternatives.
Discussion
Have you managed to try the viral Dubai chocolate yet? What did you think? Do you think this trend will last? Let us know!
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Sources
Source 1: Huge UK supermarket imposes two-bar limit on ‘incredibly popular’ chocolate as shoppers strip shelves bare | The Sun
Source 2: Resellers mark up ‘Dubai chocolate’ as TikTok feeds sweet treat craze | Euronews
Source 3: Waitrose imposes two-bar limit for Lindt Dubai Style Chocolate | The Grocer
Disclaimer
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