‘Dubai chocolate’ cannot be made in Türkiye, German court rules
Customers line-up in front of a branch of chocolate producer Lindt before the sale of 100 Dubai Chocolate bars starts in Stuttgart, southern Germany, on November 15, 2024. (AFP Photo)
A German court has ruled that “Dubai chocolate” products must be made in Dubai, asserting that the name implies a direct connection to the Emirate.
This decision is a win for authentic Dubai-based chocolate makers and licensed importers, as it addresses the growing issue of imitation products in the market.
German supermarket Aldi ordered to stop selling ‘Dubai chocolate’ made in Türkiye
The Cologne Regional Court issued a temporary injunction on Jan. 13, 2025, against the German supermarket chain Aldi Sud.
- The court ruled that the supermarket could not market its “Alyan Dubai Handmade Chocolate,” which is produced in Türkiye, under the name “Dubai Chocolate”
- Although the packaging included a small label stating its origin, the court determined that this was not enough to prevent misleading consumers
The court stated, “Consumers would reasonably assume that ‘Dubai chocolate’ is produced in Dubai.”
- Aldi has since removed the product from its shelves and online platforms to comply with the decision
The supermarket faces fines of up to $260,000 if it fails to follow the court’s ruling. While Aldi has not commented on the decision, the company retains the right to appeal.
Andreas Wilmers takes legal action to protect Dubai’s chocolate brand
Andreas Wilmers, a German confectionery importer, initiated the legal challenge.
- Wilmers exclusively distributes the “Fex Dubai Chocolate” brand in Germany, which is produced by Fix Dessert Chocolatier, a Dubai-based company founded by British-Egyptian entrepreneur Sarah Hamouda
- Wilmers emphasized the importance of authenticity, stating, “A product labeled as ‘Handmade Dubai Chocolate’ but made in Türkiye is completely unacceptable”
- He proposed using terms like “Dubai-style” to describe similar products that are not made in Dubai
Promotional materials for Fex Dubai Chocolate stress its authenticity, stating it is “made by hand in Dubai” using Belgian chocolate and pistachios imported due to local supply shortages.
Wilmers has filed additional legal warnings against Swiss confectioner Lindt and Lidl, accusing them of misusing the name “Dubai chocolate.” These cases are ongoing.
Social media drives popularity of Dubai chocolate in Germany
Dubai chocolate, known for its pistachio cream and shredded filo pastry filling, has gained significant popularity in Germany. Social media platforms like TikTok and Instagram have fueled the craze, leading to long queues for limited-edition releases.
In November 2024, Swiss chocolatier Lindt launched a “Dubai Chocolate” line priced at $15.40 per bar. The company described its product as delivering “premium quality” with an authentic Dubai-inspired experience.
However, the Association of the German Confectionery Industry (BDSI) has argued that “Dubai chocolate” is now a generic term for this type of confection, regardless of origin. The Cologne court rejected this argument, reinforcing the connection between the name and the Emirate.
Legal ruling sets a precedent for “Dubai chocolate” branding
The decision against Aldi establishes a standard for marketing products as “Dubai chocolate” in Germany. Wilmers believes the ruling will prevent consumer deception and protect the authenticity of Dubai-produced chocolate.
In December 2024, German customs officials confiscated 90 kilograms of “Dubai chocolate” from a passenger arriving at Hamburg airport. The undeclared goods, packed in three suitcases, lacked proper labeling for allergens and ingredients. This incident underscores the broader challenges of regulating chocolate marketed under the Dubai name.
The court’s decision affirms that “Dubai chocolate” must originate from the Emirate, ensuring that consumers can trust the authenticity of these products. As legal disputes continue, the future of imitation brands remains uncertain.
