Dubai chocolate takes over Czech shops in sweet boom

More chocolatiers are offering the exotic chocolate, along with similar alternatives, as the demand and price of the treat go up.

ČTK

Written by ČTK Published on 03.02.2025 09:51:00 (updated on 03.02.2025) Reading time: 2 minutes

Several Czech chocolate shops are now offering alternatives to the viral Dubai chocolate—a pistachio cream-filled treat that became popular on social media app TikTok. While some manufacturers dismiss it as a passing trend, others recognize its demand and are capitalizing on its success despite its high price.

Since mid-January, Čokoládovna Janek has been selling Dubai chocolate, which now makes up nearly 30 percent of its total sales, according to executive director Václav Durďák. Online supermarket Rohlík.cz has also reported strong sales. “In its first month, it outsold many well-established and popular brands,” said spokeswoman Denisa Morgensteinová.

Another online retailer, Košík.cz, has seen continued interest in the product, even though it costs about three times more than regular chocolate. “This is the biggest innovation in recent years, significantly increasing customer engagement with chocolate,” said manager Petra Stráňavová. She added that the trend has turned chocolate into a status symbol.

Some chocolatiers are putting their own spin on the product. Jakub Vobořil, owner of Jakub Vobořil Chocolatier, plans to launch a praline version featuring his pistachio salty nougat. “We’d be foolish not to take advantage of this demand. Customers want it, so we’re happy to deliver,” he said.

However, not all manufacturers are convinced. The Kutná Hora Chocomuseum has chosen not to sell Dubai chocolate, arguing that its price outweighs its taste. “The high cost is fueled by artificial demand rather than genuine quality,” said factory representative Lada Bartošová.

Price remains a key issue. At Rohlík.cz, 200 grams of Dubai chocolate costs CZK 399, while Čokoládovna Janek sells it for CZK 449. Durďák explained that its price is 30-40 percent higher than standard chocolate due to labor costs and the high price of pistachios.

Some chocolatiers, such as Petr Kovařík of Prague Chocolate Steiner & Kovařík, have chosen to create their own pistachio-based confections instead. “We’ve developed pralines with pistachios using our own recipes to offer high-quality alternatives,” Kovařík said.

First produced in 2021 by Fix Dessert Chocolatier, Dubai chocolate has gained international popularity. According to the Czech Statistical Office, from January to October last year, the Czech Republic imported 137 kilograms of chocolate from the United Arab Emirates, worth CZK 88,000. Total chocolate imports during that period reached nearly CZK 12.5 billion with over 84,000 kilograms imported.

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