“Dubai Chocolate” has taken the world by storm in 2024 and continues to capture hearts in the new year. However, its future is shrouded in uncertainty. This doesn’t necessarily mean that production will cease entirely, but changes in its form or acquisition methods and significant cost increases are on the horizon.
According to Deutsche Welle, a legal dispute has emerged over the trade label of this viral delicacy. The recipe, crafted by chocolatier Sarah Hamouda during her pregnancy in early 2024, features chocolate couverture, pistachio cream, and crispy kadaifi leaf. It gained worldwide fame through TikTok but has not been commercially registered, as the UAE is not a signatory to the “Geneva Act of the Lisbon Agreement on Appellations of Origin and Geographical Indications.”
Several companies are now vying for its ownership, with some marketing it as a private label and others falsely claiming it originates from Dubai.
The Case of Germany
In Germany, Lidl supermarkets celebrated a major victory when the Frankfurt Court of Appeal ruled that they could continue selling “Dubai Chocolate.” A German food magnate had sued Lidl, claiming they misled consumers by implying the chocolate was made in Dubai. However, the court found no evidence of consumer deception, as Lidl’s packaging clearly states the ingredients’ origins from within and outside the EU.
This contrasts with a similar case in Cologne, where the court ruled against Aldi supermarkets for selling “Dubai Chocolate” from Turkey. The judges found a risk of misleading consumers in this instance, highlighting differences in packaging and branding approaches between Lidl and Aldi.
Market experts estimate that in just six months, “Dubai Chocolate” generated $500 million in sales worldwide, not even accounting for Christmas turnover.
These developments suggest that if someone registers its trademark for exclusive use, the era of “Dubai Chocolate” as we know it might end. Other companies would then need to alter its composition, resulting in either a different product or a cheaper imitation.
