The idea was good. At least on paper. A few days ago Lidl decided to delight cocoa lovers by selling, in a very limited way, its own version of the “Dubai chocolate”a delicatessen based on cocoa, pistachio and Kadayif Turk who despite his short life has managed to reach the Holy Grail of Modern Marketing: The virality In networks. For more Inri, Lidl sold its tablets for 4.49 euros, well below of what the brand that has popularized them cost, Fix dessert chocolatier.
The problem is that Lidl’s offer lasted Only a few days. And that unleashed a Chocolate furywith tails in the super, early risers, Cabreos And also Some speculation.
Chocolate obsession. That chocolate raises passions is not a novelty. If what we are talking about is “Dubai chocolate” However, passion directly becomes virality and obsession. Although the phenomenon around him is relatively recent and starts after In 2021 Fix dessert chocolatier The flavors of the Middle East will combine in a tablet with the classic chocolate, in just a few years the sweet Dubaiti origin has earned a legion of fans.
Videos circulate (many, many) on networks How to prepare it at home, recordings of Influencers that They give their opinion about Its flavor, Explanations Why is it so popular, comments of pastry experts … And that Fix Dessert Chocolatier tablets are not exactly cheap. Much of his secret is in Your recipethat combines chocolate with milk, pistachio paste, tahini and kunafa mass or kataifi noodles. All in tablets of considerable thickness and with an outer touch.
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Where there is an obsession … There is a good business. And that has not long to understand Fix Desert, but also other companies that have sought ways to take advantage of the enormous interest in these ounces of chocolate stuffed with pistachio. One of them was the Lidl supermarket chain, which a few days ago announced in networks The launch of a “Dubai” tablet prepared by JD Gross, its brand of “Premium chocolates”. His announcement generated considerable expectation (with more than 32,600 likes in the original Instagram publication and news about the launch in various media) and ended up combining three factors difficult to harmonize.
Which is it? The expectation for the launch, the obsession around the Dubai chocolate and the haste. The Tablets of the German chain were put for sale by 4.49 eurosquite less than those of the Dubaiti brand, and (most importantly) for a very limited time. In Your adLidl already warned that they would be available in their stores only a few days: from Friday 21 to Sunday 23.
And what happened? Scenes similar to those seen in stores during large pitches or remind of the golden years of the sales. Chocolate fever resulted in early risers and tails of customers who wanted to be the first to reach the sweet shelves. Maybe it seems exaggerated, but in Tiktok they can be seen some Videosof people who, despite being in a Lidl early in the morning they had run out of their Dubai tablet.
“They have brought this. You explain to me where you go with this!” He complained a Tiktoker While teaching a small completely empty cardboard box in the chocolate section. “Everyone here at nine in the morning, logically with that small palace we have run out of Dubai chocolate. But well … we will continue trying.” It is not the only one. Others They opted directly for going to more supermarkets.
From the shelves to Vinted. Not all those tablets sold in record time by Lidl ended up starring videos in networks, devoured or stored in the pantries of Dubai chocolate fans. A few ended in a very different place: second -hand sale platforms. In Vinned For example, ads could be found from individuals determined to take advantage of the very high demand of the sweet Emiratí. Of course, at prices quite superior to those who charged Lidl in his supermarkets.
On Saturday a user He complained In X that the tablets that were on sale in stores for less than 5 euros were offered in Vinned for 20, 35, 50 or even 60 euros. “People who are selling Lidl’s Dubai chocolate in Vinned, you give a lot He complained On Friday another tweet.
Looking at Spain … and beyond. Dubai chocolate fever is not exclusive to Spain. In the United Kingdom Lidl met A similar phenomenon When a limited edition of its Dubai -style chocolate is released: a surprising impact on networks and a delirious sales rhythm of 72 tablets per minute through its Tiktok channel, according to The data that manages The Grocer. In less than an hour and a half They had exhausted all stocks.
The phenomenon is not exclusive to the German chain. Other brands have also tried to take advantage of the interest that the chocolate with a pistachio and Kadayifboth supermarket chains and chocolate companies or even small businesses. All often have a peculiarity: their chocolate is not exactly economic. The boards do not require an exorbitant disbursement, but the price per kilo is analyzed 37 or even 80 euros.
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