What is Dubai chocolate, and how did the hype start?

Dubai chocolate is a confection made of a milk chocolate shell filled with a mixture of pistachio cream and kadaifi—also known as angel hair. This combination gives the chocolate a unique texture and a distinctive flavor.

The hype began in December 2023, when food influencer Maria Vehera posted a TikTok video in which she tasted this chocolate. The video went viral and racked up over 100 million views. As a result, demand skyrocketed, and the chocolate became a highly sought-after trend product. It was shared millions of times, especially on platforms like TikTok and Instagram.

The brand that originally sparked this craze is Fix Dessert Chocolatier from Dubai. The founder, Sarah Hamouda, developed the first version of this chocolate in 2021 while she was pregnant, under the name Can’t Get Knafeh of It. At first, it was sold only locally through delivery services like Deliveroo. The viral TikTok video ultimately brought the product international attention.

Quality and Food Standards

As its popularity grew, so did the number of imitation products—often from Turkey or Eastern Europe—which led to significant differences in quality. While some imitations use inferior ingredients such as palm oil instead of cocoa butter, the original product from Dubai remains a premium, handcrafted chocolate.

The Fex brand serves as the European importer of the original Dubai chocolate from Fix Dessert Chocolatier. Fex emphasizes that all products are manufactured in Dubai under government supervision in accordance with the HACCP-certified food safety management system. In addition, they have been tested by the independent SGS Institut Fresenius in Germany and found to be of impeccable quality.

There are a great many counterfeit products, and not just of these brands. Consumer advocates warn against uncertified counterfeits: In several cases, mold toxins, fat contaminants, or mislabeled ingredients have been found in such products. It is recommended that you pay attention to the product’s origin, certifications, and retailer transparency when making a purchase.

What are the legal implications?

High demand and limited availability result in “astronomical” prices: A bar costs between 15 and 30 euros. This is due to the labor-intensive handcrafted production process, high-quality ingredients, and the costly air freight from Dubai.

At the same time, the term “Dubai chocolate” has led to legal disputes. Several companies sell products under this name that were not, however, manufactured in Dubai. This has sometimes been deemed a misleading indication of geographical origin and has led to several lawsuits.

What is the legal situation?

Courts in Germany have taken varying stances on the use of the term “Dubai chocolate”:

• Bochum Regional Court & Cologne Regional Court (sales ban): These courts view the designation as an indication of geographical origin. If the chocolate is not produced in Dubai, this could mislead consumers. The packaging design—such as the depiction of the Dubai skyline—also played a role in the determination that the labeling was misleading.
• Frankfurt am Main Regional Court (No Sales Ban): In this case, “Dubai” was interpreted as a descriptive term rather than an indication of origin. Another decisive factor was that the actual origin of the chocolate was clearly stated on the packaging.

The trend surrounding Dubai chocolate shows just how quickly a food product can become popular worldwide through social media. At the same time, this case highlights the importance of legal clarity regarding geographical indications of origin. Legal pitfalls lurk not only in naming and branding, but also in labeling, and, of course, food safety regulations must be observed.