In response to an explosive interest in Dubai-style chocolate, major UK supermarkets are implementing limits on purchases to ensure broader access for eager customers. The stir has been largely ignited by the introduction of Dubai-style chocolates that incorporate traditional Middle Eastern flavors and are taking the culinary world by storm.
Waitrose, a leading UK grocery chain, has swiftly moved to impose a "two-bar limit" on its customers for these delectable bars, after introducing the popular Lindt Dubai Style Chocolate in select stores on March 23, 2025. The chain announced that new stock would arrive on March 31, 2025, urging customers to "be quick as once they're gone, they're gone." Notably, the chocolates showcase a rich blend of creamy pistachio filling and crispy kataifi, weaving together the tastes of exotic Arabic desserts.
Steve Dresser, CEO of Grocery Insight, highlighted concerns over the increasing demand when he posted a photo of the new signage at Waitrose to LinkedIn. The sign read, "No more than 2 bars per person please… because we want everyone to have the chance to enjoy our delicious chocolate. Thank you for your understanding." That sentiment was echoed by a Waitrose spokesperson, who stated, "Due to the incredible popularity of this product, we want to make sure that as many customers as possible have the opportunity to try it," as reported by The Grocer.
But Waitrose isn't alone; Lidl has also joined the fray as the popularity of its JD Gross Dubai-Style Chocolate exploded on TikTok earlier in March. After introducing the chocolate bars on social media, 6,000 were made available through the TikTok shop. Each bar sold out in a flash, with shoppers snapping up 72 bars every minute until stocks dwindled. Starting March 29, 2025, Lidl will implement a similar two-bar limit to its shops, allowing customers to purchase at their leisure while still regulating this rising craze.
Lidl, which prides itself on being the most economical choice for Dubai-style chocolate — offering the bars at £3.99 for Lidl Plus members against a standard price of £4.99 — saw the treat become a viral sensation. TikTok users have praised the chocolate's flavor, even requesting that it be stocked all year round.
The chocolate's groundbreaking popularity traces back to the original creation crafted by Fix Dessert Chocolatier in the United Arab Emirates. Sarah Hamouda, founder of Fix Dessert, reported previously that her company experienced a dramatic rise in demand, receiving approximately 100 orders per minute compared to just six or seven daily prior to the viral trend.
This unprecedented surge has also prompted other brands, including Swiss chocolatier Lindt, to replicate the beloved treat. Lindt has introduced its own Dubai-style chocolate products, and CEO Joel Burrows remarked, "The response is overwhelming; we are selling an incredible amount of the bars," indicating that customers are not just interested in the product's novelty but enjoy its rich taste.
As theDubai-style chocolate phenomenon grows, it showcases a cultural intertwining with the Middle Eastern flavors that are now finding a place in Western markets. The success is driven not only by the unique ingredients, like the combination of crunchy kataifi and smooth pistachio cream encased in milk chocolate, but also through effective marketing and resonance with younger audiences on platforms like TikTok. Over 382,600 followers have leaned in on Fix Dessert's social media account, generating over 328,100 posts tagged with #dubaichocolate.
In the spirit of fairness, both Waitrose and Lidl's limits aim to allow more customers to enjoy these limited-edition goodies. With the chocolate bars quickly selling out, grabbing one can feel like a quest, driving home the point that scarcity only adds to their allure.
As excitement builds leading to the restock dates, many consumers have started finding workarounds, creating homemade versions of the candies or reselling store-bought ones at marked-up prices on resale sites across Europe. While the original bars may sell for AED 68.25 (€17.20), copies often fetch even steeper prices, presenting both a dilemma and opportunity for avid chocolate lovers.
Ultimately, the phenomenon of Dubai-style chocolate bars has clearly struck a chord, blending cultural heritage with modern consumer trends. The anticipation surrounding the restocks promises a continued fascination with these sweet creations and perhaps marks the beginning of a lasting staple in chocolate shops across the globe.
