The sweet treat known as the Dubai Chocolate bar has taken the UK by storm, igniting a frenzy among chocolate lovers and sparking a wave of imitators. Originally created by Sarah Hamouda of FIX Dessert Chocolatier in 2021, this unique confection combines creamy pistachio with crispy kataifi pastry, all encased in rich milk chocolate. The bar gained widespread attention on TikTok in 2024, leading to a surge in demand that has left many retailers struggling to keep up.
In a bid to capitalize on the trend, budget supermarket Lidl recently launched its own version of the Dubai Chocolate bar, dubbed the J.D. Gross Dubai-Style Chocolate. Priced at just £3.99, Lidl's offering is a fraction of the cost compared to other brands, which typically retail for around £10 or more. On March 20, 2025, Lidl released a limited stock of 6,000 bars through its TikTok shop, which sold out in less than an hour, with an astonishing 72 bars being purchased every minute.
Due to the overwhelming demand for the J.D. Gross bar, Lidl plans to make it available in stores across the UK starting Saturday, March 29, 2025. Customers will be limited to purchasing two bars each, and those without the Lidl Plus app will have to pay a slightly higher price of £4.99 per bar.
The Dubai Chocolate trend has not only captivated consumers but also sparked a flurry of competition among retailers. Major chains like Waitrose and Selfridges have also introduced their own versions of the treat, with Waitrose even imposing a two-bar limit per customer on its £10 Lindt Dubai Style Chocolate. This measure was taken to ensure that more customers have the opportunity to try the popular sweet, which features a similar pistachio and kataifi filling.
Social media has played a pivotal role in the rise of the Dubai Chocolate bar. TikTok influencers have been instrumental in promoting the product, with videos showcasing the chocolate's unique texture and flavors going viral. One such video by influencer Maria Vehera garnered over 121 million views, propelling the bar into the spotlight and leading to a rush of interest from consumers eager to try the latest sweet sensation.
However, the trend has not been without its critics. Some shoppers have expressed frustration over the high prices of Dubai Chocolate bars, questioning why they are significantly more expensive than regular pistachio chocolate. One user on Reddit noted that the bars can be "five times the price of regular pistachio chocolate," prompting discussions about the factors driving these costs.
Despite the skepticism, many fans of the Dubai Chocolate bar are enthusiastic about trying Lidl's more affordable version. Online reactions have been overwhelmingly positive, with customers sharing their excitement and anticipation for the product's in-store launch. "Tried and tested. It's great," one woman commented, while another exclaimed, "Heavenly!! Very yummy indeed."
For those who are curious about how Lidl's version compares to more expensive alternatives, the retailer's bar offers a slightly larger portion size at 122g compared to Maison Samadi's £15.75 Kunafa & Pistachio Dubai Chocolate bar, which weighs in at 110g. In a taste test comparison, Lidl's version was described as sweet and enjoyable, with a satisfying crunch from the wafer inside. However, some tasters noted that while it was a decent chocolate, it might not be something they would eat in large quantities.
The Dubai Chocolate bar's origins can be traced back to Hamouda's personal journey. After moving to Dubai, she began experimenting with her childhood favorite, knafeh, and transformed it into a chocolate bar. The collaboration with Filipino chef Nouel Catis Omamalin led to the creation of the Can’t Get Knafeh of It bar, which quickly gained popularity after being featured by social media influencers.
As the Dubai Chocolate trend continues to unfold, it remains to be seen how long the hype will last. Some consumers have likened it to previous fads, suggesting that the excitement may eventually fade. Yet, with the rapid expansion of product availability and the ongoing influence of social media, it seems likely that the Dubai Chocolate bar will remain a staple in the sweet treat market for the foreseeable future.
In an effort to maintain the excitement surrounding the product, retailers are taking steps to prevent scalpers from buying bars in bulk and reselling them at inflated prices. Lidl's limit of two bars per customer is one such measure designed to ensure that as many shoppers as possible can enjoy the treat without facing exorbitant resale costs.
The Dubai Chocolate bar phenomenon represents more than just a passing trend; it highlights the power of social media in shaping consumer behavior and driving demand for unique culinary experiences. As more brands jump on the bandwagon, it is clear that the Dubai Chocolate bar has carved out a significant niche in the competitive world of confectionery.
With its blend of traditional Middle Eastern flavors and modern chocolate-making techniques, the Dubai Chocolate bar has captured the hearts and taste buds of many. Whether it's Lidl's budget-friendly version or the luxurious offerings from high-end retailers, this chocolate sensation is sure to remain a topic of conversation among food enthusiasts and casual consumers alike.
