AACHEN, Germany — On a rainy Thursday, a substantial crowd of eager shoppers gathered in the western German city of Aachen, some bringing along camping stools and rain gear. Their goal was not to snag the latest tech gadget or high-end fashion item, but rather to indulge in a newly launched chocolate bar.
Swiss chocolatier Lindt has created a buzz with its latest confection, dubbed “Dubai chocolate.” This unique treat combines a crunchy blend of chocolate, pistachio cream, and knafeh, a flaky filo pastry typically associated with baklava.
By introducing this innovative product, Lindt aims to showcase its ability to adapt and evolve, creating a fusion that not only honors its nearly 180-year heritage but also emphasizes its competitiveness against brands from different regions of the world. The goal is to challenge the traditional market that has long been overseen by European chocolatiers.
“It’s definitely a phenomenon, fueled by social media, with people willing to stand in long queues,” shared 23-year-old Zi Cheng Lai, a student visiting from Malaysia, right after exiting the Lindt store. “We wanted to experience it ourselves and partake in this excitement.”
Upon stepping over a rope into the Lindt store, Lai and fellow chocolate enthusiasts were greeted by team members clad in white uniforms and chef hats, offering samples of the delectable chocolate. Once inside, each customer was allowed to purchase just one bar, which boasted a unique number to heighten the sense of exclusivity.
This innovative chocolate was initially brought to life in 2021 by an emerging company, FIX Dessert Chocolatier, based in the United Arab Emirates. Its popularity soared thanks to the influence of social media personalities on platforms like Instagram and TikTok.
Beginning Saturday, Lindt started releasing a limited batch of 1,000 of these chocolate bars across selected locations in Germany. Due to strong demand and a voiced concern from consumers, a similar promotional event is expected to kick off this weekend in Switzerland as well.
ChocoSuisse, a Swiss chocolate industry group, remains optimistic that the merger of Middle Eastern flavors and classic chocolate will spark broader interest beyond Europe, historically the largest consumer of chocolate globally.
“If more people develop a taste for chocolate, it can potentially increase consumption in regions like Asia and the Middle East,” commented Roger Wehrli, director of ChocoSuisse, which includes most Swiss chocolate manufacturers among its members.
Despite the relatively steep price of 14.99 euros (approximately $15.85) per bar, customers at the Aachen shop appeared largely content. Many expressed their desire to be part of the current trend.
“It’s got a juicy core along with a crunchy texture — I think it’s due to the strands of angel hair,” said 20-year-old student Esko Rieck, who enthusiastically described the treat’s appeal after waiting over three hours for his chance to enter. “I wanted to be here for a release event, and this is my first experience of its kind.”
26-year-old Thai student Thanapon Kunlawatwimon walked away with bar number 429 of the limited edition. “I feel a sense of accomplishment — I finally got it! I’m really happy right now.”