Sarah Montano, Professor of Retail Marketing, dives into the trending Dubai chocolate bar.
On the announcement of the M&S Dubai chocolate bar, Professor Sarah Montano said:
鈥淎t this time of year, chocolate is always on the menu, but in 2025, customers are making a dash to the shops not for the usual Easter eggs but the Dubai chocolate phenomenon. Created in 2021 by whose pregnancy cravings led to the creation of a chocolate bar containing pistachio cream, tahini and knafeh (a traditional dessert made of shredded filo, soft cheese and a syrup). The chocolate bar was originally sold via Fix chocolates and named 鈥楥an鈥檛 get Knafeh of it鈥.
鈥淣ow renamed as so-called 鈥楧ubai chocolate鈥, it has become a must-have and is selling out as fast as retailers can stock it. It even made top trending dishes in 2024.
鈥淭his trend has spread rapidly, driven by social media, with some videos of influencers trying the original, attracting millions of views. Of course, once a trend captures the attention of social media, then it spreads across the world, leading to high customer demand. Retailers will then quickly respond to adopt this trend to meet customer demand and of course, to make some extra profit. We have already seen a very rapid response from main retailers and manufacturers. M&S have become the latest retailer to announce its own version. are selling the Lindt version however, this has been so popular that they had to restrict sales to two per person, and Lidl are selling out as fast as it comes into store.
鈥淲hile it鈥檚 common to see new chocolate trends emerge, the Dubai chocolate trend has taken off exceptionally fast. However, as with many trends, some sales are driven purely by curiosity with customers not buying again. It is likely that the trend will settle down and become one of the many lovely chocolate options!
鈥淎t a time when retailers and customers have faced COVID, followed by the cost-of-living crisis, this chocolate trend brings a bit of light relief and a way for customers to enjoy a relatively inexpensive treat and for retailers to make some extra profit. So, this Easter enjoy chocolate in all its forms!鈥
Professor of Retail Marketing
Sarah Montano is a Senior Lecturer in Marketing at Birmingham Business School, University 麻豆精选, UK.
