• Dubai chocolate, a confectionery trend that originated in 2021, has seen a significant surge in demand in the UK, leading retailers to impose purchase limits due to overwhelming interest. The product, which combines pistachio cream, tahini, and chocolate, has gone viral on social media platforms like TikTok, prompting major retailers such as Waitrose and Lidl to introduce their own versions. The popularity of Dubai chocolate has not only influenced local markets but has also impacted the Turkish pistachio industry, which has increased exports to meet the rising demand for this unique treat.

• The rapid expansion of Dubai chocolate in the UK market reflects broader trends in consumer preferences for innovative and culturally inspired food products. As legacy brands and new entrants rush to capitalize on this trend, the competitive landscape in the confectionery sector is evolving. Companies are likely to invest in marketing and product development to capture market share, while the success of Dubai chocolate may encourage further exploration of international flavors and ingredients in the UK and beyond.