Lidl is rolling out its own-label viral smash hit Dubai Style Chocolate to stores nationwide on Saturday.
The 122g bar will be priced at £3.99 for shoppers with the LidlPlus app and £4.99 without.
The launch of the bars – branded under Lidl’s JD Gross own-label – “not only offers unbeatable value” said Lidl GB chief customer officer Jassine Ouali “but also highlights how Lidl GB stays ahead of product trends”.
The bars will be limited to two per customer.
Launched in 2021 by British-Egyptian entrepreneur Sarah Hamouda, Dubai Style chocolate comprises pistachio, topped with a crunchy kadayif pastry, encased in milk chocolate.
The chocolate has gone viral on TikTok, a phenomenon which started with foodie and ASMR influencers taking to the social media platform to post videos of themselves eating Dubai chocolatier Fix Dessert’s Can’t Get Knafeh of It tablet.
Lindt launched its Dubai Style Chocolate bars (rsp: £10/145g), containing 45% pistachio and kadayif pastry, in the UK in December. This week Waitrose limited shoppers purchasing Lindt’s product to a maximum of two bars per transaction.
Home Bargains is also selling its own version. Bite-sized Dubai Style Chocolate ‘Dubites’ are on sale in its stores at £3.99 for a 100g pack.
At the time of publication, the hashtag #dubaichocolate has been attached to 330,000 posts on TikTok.
Lidl’s move comes after the discounter last week sold out of a limited run of 6,000 bars through its TikTok shop. The stunt – coming after the retailer laid claim last month to being the first supermarket to sell through TikTok – saw the bars sell at a rate of 72 bars a minute.
Lidl has claimed its Dubai-style chocolate bars were the cheapest available from a UK supermarket.
The bars are already available at Lidl stores in other regions, including Ireland and France.
“As the UK’s first own-brand Dubai-Style Chocolate bar, it’s another example of our commitment to delivering both super quality and affordability to all customers,” Ouali added in a LinkedIn post. “Excited to see this one fly off the shelves.”
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