It's likely you've already come across this famous TikTok sensation, the Dubai Style Chocolate, known for its luxurious creamy pistachio filling and hefty £10 price per chocolate bar. Despite its price, Waitrose has had to limit the amount of chocolate bars to two per person due to its huge popularity.
Signs in-store now read: "No more than 2 bars per person please… because we want everyone to have the chance to enjoy our delicious chocolate. Thank for your understanding." A spokesman for Waitrose told The Grocer: "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." The chocolate bars, which feature pistachio and kadayif pastry, were launched in the UK in December in response to the viral TikTok trend.
This chocolate was first introduced back in 2021 in Dubai by FIX Dessert Chocolatier and has recently gained immense popularity through social media platforms like TikTok and Instagram.
The product was first introduced by British-Egyptian entrepreneur Sarah Hamouda, combining the classic Middle Eastern pastry dessert knafeh with pistachio and tahini, covered with hand-painted milk chocolate.
Some fans even travelled halfway across the world just to purchase the chocolate, which has gone viral since 2024 due to its steep price and its rich, creamy green interior.
The Lindt chocolate version of it is made in Germany with milk chocolate, pistachio paste filling and kadayik pastry.
Stefan Bruderer, master chocolatier at Lindt & Sprüngli, said: "We're always tapped into consumer trends.
"After we saw how well the Dubai chocolate craze went down on social media, we knew we had to get involved and put our very own twist on it."
Waitrose is not the only supermarket to have introduced this cap per person.
Lidl has also had to enforce the two per person rule starting from March 29 following a massive 72 chocolate JD Gross Dubai-Style Chocolate bars being sold every minute until they were all gone from the shelves.
