Dubai chocolate has taken the UK by storm, becoming a viral sensation thanks to TikTok and Instagram. The treat, known for its rich pistachio, tahini, and knafeh-inspired filling, has captured the imagination of foodies and influencers alike. Its luxurious taste and visually appealing layers have made it a must-try for many consumers seeking the latest dessert trends.
This surge in popularity has led to Dubai chocolate appearing on the shelves of major supermarkets and online platforms. Retailers have even imposed purchase limits to keep up with demand, as videos showcasing the chocolate’s creamy filling and unique texture continue to rack up millions of views.
Food Safety Concerns: The FSA Steps In
Amid the Dubai chocolate craze, the UK Food Standards Agency (FSA) has issued a warning to consumers, especially those with food allergies. The FSA found that some imported Dubai chocolate products do not meet UK food labelling laws. These items may lack a complete list of ingredients or fail to highlight allergens, which is a legal requirement in the UK.
Professor Robin May, the FSA’s chief scientific advisor, emphasised that while most Dubai chocolate in UK shops is safe, some imported products could pose a risk. The agency has identified several products that may contain undeclared allergens or additives not permitted in the UK.
Why Proper Labelling Matters
UK law requires that all food products list ingredients in English and indicate any of the 14 regulated allergens, such as nuts and milk. Labels must also include the product name, best-before date, weight, and the contact details of a UK or EU business responsible for the product. If the food is imported from outside the UK or EU, the importer’s name and address must be provided.
Some Dubai chocolate bars sold in the UK lack these essential details. Without clear labelling, consumers with allergies cannot be sure if the product is safe for them to eat. The FSA warns that shoppers should avoid buying chocolate from Dubai unless they are certain it is intended for the UK market and meets all relevant legal requirements.
The Social Media Factor and Market Impact
Social media has played a crucial role in the boom. Influencers and viral videos have turned a niche Middle Eastern dessert into a global phenomenon almost overnight. Brands have leveraged influencer partnerships, limited-edition drops, and visually stunning content to fuel demand and create a sense of exclusivity.
This rapid rise has not only increased sales but also put pressure on supply chains, particularly for ingredients like pistachios. The price of pistachios has soared, and global brands have rushed to create their own versions of the treat.
How to Stay Safe When Buying Dubai Chocolate
The FSA recommends that consumers:
- Buy Dubai chocolate only from trusted UK retailers, as these products are more likely to comply with local safety standards.
- Verify that the label is in English and includes a complete list of ingredients, with allergens identified.
- Look for the name and address of a UK or EU business or, if imported, the importer’s details.
- Avoid products that do not provide this information, especially if you have food allergies or intolerances.
If you suspect a Dubai chocolate product is not labelled correctly or may pose a risk, report it to your local authority. The FSA is actively working with local councils and allergy organisations to remove unsafe products from shelves and raise awareness among shoppers.
Dubai Chocolate: A Treat With a Caution
Dubai chocolate remains a sought-after delicacy, blending Middle Eastern flavours with a modern twist. However, the recent warnings highlight the importance of food safety and proper labelling, especially as global trends bring new products to UK consumers. By staying vigilant and informed, shoppers can enjoy Dubai chocolate safely and responsibly