For most food trends, the lifecycle is fairly predictable; as soon as a surprise product blows up on TikTok, shelves are stripped bare within hours, and before long, the hype either fizzles out or quietly settles into the background.
Dubai-style chocolate has very much followed the first part of that script, becoming one of the most sought-after sweet treats of the year, with pistachio-packed bars and glossy fillings dominating social media feeds.
What began as a niche import quickly snowballed into a full-blown craze. Independent retailers, market stalls and online sellers rushed to meet demand, while shoppers queued and paid premium prices just to get their hands on a bar. For many, it was simply about trying the trend everyone else was talking about.
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However, as the popularity of Dubai-style chocolate surged, questions started to emerge about where some of these products were coming from and how closely they were being checked before landing in UK hands. With Christmas shopping in full swing, those concerns have only grown louder, particularly as more of these bars are being picked up as novelty gifts rather than everyday treats.
Behind the scenes, regulators have been keeping a close eye on the situation. The Food Standards Agency (FSA) has been monitoring imported Dubai-style chocolate products after spotting issues that go beyond taste and texture. While many bars on sale are perfectly fine, the agency has reported that 'several' products fail to meet the UK’s strict food safety and labelling requirements.
The key issue lies with allergens. Investigations found that some Dubai-style chocolate bars contain ingredients such as peanut and sesame without clearly declaring them on the packaging. For anyone with food allergies, that missing information could make the products 'dangerous' to consume.
As a result, urgent recalls have been issued on specific items, with the FSA confirming that affected products are being reviewed and sampled to ensure they meet required standards. This isn’t the first time this has happened either, with a recall on Dubai-style chocolate from Black Sea Trading Ltd. earlier this year.
In this case, the agency has also advised consumers to exercise caution when buying Dubai-style chocolate, particularly from smaller sellers or unofficial importers.
With the festive period approaching, shoppers are being urged to think twice before adding these bars to gift bags or stockings. The guidance extends beyond peanut and sesame allergies, with warnings aimed at anyone who may be sensitive to undeclared ingredients.
Topics: TikTok, UK Food, Social Media
Ben Williams