Auchan also entered the Dubai chocolate competition

On Tuesday, news broke that the demand for Dubai chocolate at Lidl was so great that the department store chain was forced to introduce a purchase limit: a customer can take home a maximum of two boxes of the exotic delicacy. From Thursday, Auchan will offer the 100-gram package for 2,499 forints, which is the same price as at Lidl. Meanwhile, at rival Aldi, a 90-gram bar costs 1,499 forints, while a smaller, 30-gram package costs 499 forints.

TikTok and the success of Dubai chocolate

Dubai chocolate has become a sought-after sweet worldwide in recent weeks and months thanks to TikTok. Influencers show themselves in videos munching on the creamy delicacy, and these posts reach millions. The secret of the chocolate lies in its filling: a mixture of pistachio paste and knafeh gives it an exotic flavor. Knafeh is a special dessert from the Arab countries along the Mediterranean, which is traditionally made with melted cheese combined with crispy kataifi dough. The sweet is poured with sugar syrup, which is often flavored with rose water, making it crunchy, sticky and stretchy at the same time.

The sweet war continues

The difference between Lidl’s restrictions and Auchan’s flexibility will certainly intensify the competition in the sweet market. Dubai chocolate has already become one of the most sought-after products of the Christmas season, and it is questionable whether the candy war will be expanded with more players. What is certain is that TikTok trends and influencer marketing have the potential to completely transform consumer habits.