RETAILERS BEWARE: DUBAI CHOCOLATE ISN’T ALL WHAT IT SEEMS
6 minutes read
Introduction by: Peter Marshall
Today, July 7, is World Chocolate Day. So it seems only appropriate for TRunblocked.com to unwrap a story on what has taken the industry by storm: the Dubai Chocolate phenomenon.
Riding a wave of social media frenzy, ‘Dubai Chocolate’ has, indeed, become a global sensation. Consumers can’t seem to get enough of these branded bars. But – and it’s a big but – behind all the hype lies more serious questions: just how many of these chocolates are truly made in Dubai, contain authentic ingredients like pistachio and knafeh, or even qualify as real chocolate? The integrity of the ‘brand’ Dubai Chocolate is being challenged.
TRunblocked.com’s Contributing Editor Colleen Morgan takes a chunky bite in a story that reveals truth, myth and the way forward.
Invented in 2021 to satisfy a pregnancy craving for knafeh and pistachio, the original Dubai Chocolate bar was created by FIX Dessert Chocolatier and cheekily named Can’t Get Knafeh Of It.
The bar exploded in popularity after a TikTok video posted in December 2023 went viral, racking up over 125 million views and sending global fans into a frenzy. Thus, the Dubai Chocolate trend was born.
While the original is sold only in the UAE – and featured very successfully in a Dubai Duty Free pop-up – the viral success has sparked a flood of imitators.
Chocolatiers, big brands, and (for want of a better description) lesser-known companies worldwide have leapt on the bandwagon, producing their own versions of ‘Dubai Chocolate’.
The domestic retail market is awash in products, many of them very low-quality.
Throughout Europe and beyond, other supermarkets, souvenir shops, and tourist hotspots stock chocolate bars bearing Dubai-themed branding. Many are cheaply made, exorbitantly priced and disappointing in flavour. Claims of pistachio or kunafa are often exaggerated, with some bars containing only trace amounts or artificial flavouring. In some cases, ingredients listed on the packaging don’t even match what’s inside.
Not all are sub-standard. Leading supermarket chain Aldi successfully introduced its Dubai-Style Chocolate bar to UK shoppers in June, an indication that consumers have yet to grow tired of this pistachio obsession.
The situation has, however, prompted frustration from Dubai’s authentic chocolate producers, including one leading brand which is adamant that imitation products are harming Dubai’s reputation and undermining the credibility of the chocolate industry as a whole.
There’s even been a call for a code of conduct that governs the use of ‘Dubai Chocolate’ branding and ensures products actually meet the standards associated with real chocolate.
The strong global interest in Dubai Chocolate rides on Dubai’s image as a top-in-class destination and ‘brand’. But what’s being offered outside of the travel retail sector in many cases is lacklustre at best – and dangerous at worst.
Ingredient lists are often vague or inaccurate and, in some cases, potentially unsafe. As the Dubai chocolate company points out, “while these bars aren’t found in UAE duty free or travel retail, the global damage is real. If a traveller has a bad experience with poor-quality ‘Dubai Chocolate’ abroad, they’re less likely to trust the genuine articles in Dubai.”
The chocolatier also questions the lack of trade response to this ‘phenomenon’. “We hear so much about illicit trade in cigarettes, liquor, and perfumes. The industry is full of task forces and white papers. But no one’s taking a stand on chocolate. We’re dealing with two issues here: a viral trend, and the decline in chocolate quality. It’s time someone took a close look at what is on the market and how it can affect our future, our livelihoods.”
Perhaps they’re right. Everyone knows that most consumers are more aware of ingredients and health risks now, so action is needed.
Just a few years ago, Dubai wasn’t known for its outstanding chocolate brands. But brands like Al Nassma, Harison, Locali, Bateel, FIX and I Love Dubai have worked hard to claim their place not only on the local market but also globally with a first-class selection of products. And, while not a UAE brand, Lindt has enjoyed global success from very early on in the Dubai Chocolate trend, with its popular and high-quality Dubai Style Chocolate listed in at least 30 airports.
And let’s not forget Kreol Travel Retail, which recently introduced Pistachio Kunafa Chocolate under the Petit Gourmet premium travel retail brand name at Avolta-managed Sharjah Duty Free.
Are these leading brands, retailers and distributors prepared to let counterfeiters ruin their work and reputations?
Not if Patrick Dorais, Director of Sales at Al Nassma Chocolate has his way. While he’s delighted that Dubai has become a manufacturing hub for chocolate, he points out that Al Nassma would like to see all ‘made in Dubai’ chocolate confectionery follow the same leading principles guiding everything related to the ‘Dubai’ brand.
“Namely to only use best-in-class ingredients and top of class execution,” he says. “Having recently participated in the summer Fancy Food Show in New York City, the exhibition floor was awash with dozens of ‘Dubai-style’ chocolate executions, most of poor quality.
“We would welcome a chocolate standard that defines and aligns product specification, for the betterment of this new subcategory and ultimately, consumer enjoyment.”
Shibu Thomas, Harison’s CEO & Chief Brand Architect, agrees that imitation brands are damaging not only the Dubai Chocolate reputation but that of the whole industry. “They are killing the golden goose,” he says.
He recently attended the Sweets & Snacks Expo 2025 in Indianapolis and noticed retailers’ cautious approach to anything resembling Dubai Chocolate. “Many visitors were complaining about the quality of the imitations and were not interested at all in the category,” he says, adding that Harison’s own Dubai Chocolate claimed a top award as one of the most innovative products at the expo.
Peter Zehnder, Lindt & Sprüngli Head of Global Travel Retail, notes how Dubai Chocolate has emerged as “one of the most talked-about global consumer trends of the past year”. “It’s a testament to Lindt’s agility that we were the first major brand to bring this phenomenon to a global audience, including international travellers.” he says. “Lindt Dubai Style Chocolate is now a runaway success, listed in more than 80 of the world’s top airports.
“This isn’t just a short-term craze. We see true long-term potential for this unique flavour sensation and will foster growth with new innovations. To help our retail partners maximise the opportunity, we have developed a comprehensive merchandising toolkit. Across airports, these displays have turned Lindt Dubai Style Chocolate into a magnet for footfall, sparking word-of-mouth buzz and social media moments that continue to fuel momentum.”
Martin Lovatt, Magnify Brands Founder and Managing Director, adds his thoughts on the Dubai chocolate situation.
“The recent craze around Dubai chocolate is a classic example of how rapidly evolving trends can inspire a wave of product innovation. As with many ‘what’s hot now’ moments – whether it was loom bands, fragrance-inspired body sprays, or others — we’ve seen numerous brands attempt to capitalise quickly, often with mixed results.”
According to Lovatt, while trends create opportunity, “true success lies in execution”. “Many of the current market offerings vary significantly in quality,” he says, “from ingredients and packaging to overall look and feel. For us, it’s essential that any brand we represent not only meets but exceeds consumer expectations in every respect.”
He says partner brand BeeMax’s take on the trend is built on premium quality ingredients, a product look and feel that respectfully mirrors the original, and packaging that is often superior. “This is delivered at an accessible price point, ensuring value for money and a memorable consumer experience.”
For Magnify, Lovatt adds, “it’s never just about riding a trend – it’s about doing it right and providing the end customer with high quality, on trend products at affordable prices, allowing their money to go further.”
Kreol Arakulath, Executive Director at Kreol Travel Retail, believes that Dubai Chocolate has seen the ‘pistachio kunafa’ flavour evolve from a playful experiment into an established flavour profile, “much like salted caramel”.
“Pistachio Kunafa is now firmly rooted in the public consciousness. We see our role as balancing authenticity with innovation and the Petit Gourmet Pistachio Kunafa Chocolate – developed in partnership with Agthia – does exactly that. A 470g family-sized sharing format offers differentiation, he says, “given that most of the Dubai Chocolate buzz has been centred around impulse bars”.
This past weekend, Dubai’s daily English language newspaper, the Khaleej Times, headlined what it called the “Dubai chocolate mania”, with 2.5 million bars sold at airports in six months.
It highlights the strength of UAE-based chocolatiers in Dubai Duty Free’s confectionery offer and details leading brands which “combine the country’s opulence with its sense of tradition and offer a modern twist on tried-and-tested flavours”.
But how long before the not-so-highly ranked brands start to claim the headlines?
If Dubai Chocolate is to remain more than just a passing fad, the confectionery industry and retailers must draw a line between authenticity and opportunism. Retailers, brands, and regulators alike have a choice: protect the integrity of what’s become a powerful symbol of Dubai’s innovation or allow it to be diluted by mediocrity.
Either way, the clock is ticking.
