Thanks to Swiss chocolatier Lindt, the viral phenomenon of “Dubai chocolate” has finally arrived in the alpine nation. Here’s why people in Switzerland and overseas are salivating over this new Arabian treat.

Lindt Dubai chocolate sells out in one morning

On Saturday, Lindt opened the doors to its factory and museum, only to find that a large queue had already formed outside. While a visit to the Lindt Chocolate Experience is certainly worth waiting for, the crowds were only there for one thing: the firm's new Dubai chocolate.

Earlier in the week, the international company had promised to sell 500 of its new Dubai chocolate bars from its factory in Canton Zurich, the first time it has been sold en-masse in Switzerland. Despite the 14,95-franc price tag, the chocolates sold out during the first morning.

What is Dubai chocolate and why is it so popular?

Dubai chocolate is a milk chocolate bar filled with pistachio cream and kadayif, crispy pastry strings which are typically used in Arabian desserts. Like so many things in the modern world, Dubai chocolate’s popularity can be attributed to social media and TikTok trends.

Various food influencers have travelled to the UAE to sample it for themselves. One ASMR video trying the treat, made by influencer Maria Vehera, has been watched over 56 million times.

Lindt Dubai chocolate selling for 400 francs a bar online

Though invented by Fix Dessert Chocolatier in the United Arab Emirates, Lindt is the first chocolatier to roll out the idea in Europe, having added its signature Swiss chocolate into the mix. So far, Lindt has adopted a strategy of creating “artificial shortages” by only producing a set number of bars before releasing them in different cities and regions.

Last week, the chocolatier announced that it would be selling a limited number of the bars in German cities. This led to a stampede to buy the treats before they sold out. In Hamburg, lines of people were seen queuing in the freezing early hours of the morning to get their hands on the Lindt Dubai chocolate.

Sadly, those who didn’t get their fill will have to wait until Lindt releases another batch - though by now plenty of other companies have stepped in to offer their spin on the viral treat. However, those with deep pockets can take to the internet for their fix, with some reselling their Lindt Dubai Chocolate for up to 400 francs per bar.