The viral “Dubai Chocolate” that once had South Africans buzzing with excitement and shock over its price is now readily available at Dis-Chem stores across the country. This luxury chocolate, originally from Dubai’s Fix Dessert Chocolatier, has been the subject of countless social media posts, reviews, and debates, especially due to its hefty price tag. Now, with a more accessible price, it’s sparking new conversations about luxury indulgences and whether this decadent treat is worth the R400 price point.
A Viral Sensation with a Price to Match
Earlier this year, the Dubai Chocolate went viral on social media, with TikTok users sharing their experiences tasting the luxurious pistachio-filled chocolate. The treat was initially available only through Dubai’s renowned Fix Dessert Chocolatier, making it a rare and sought-after delicacy. When it first arrived in South Africa, the price soared to a staggering R1,000, leading to a mix of fascination and skepticism among chocolate enthusiasts.
Videos of people sampling the chocolate quickly flooded social media platforms, with many South Africans eager to see if this premium treat was worth its weight in gold. While some sang its praises for its rich, nutty pistachio filling and high-quality ingredients, others were unconvinced, noting that it reminded them of more familiar chocolates like Kit-Kat. Despite the debate, the buzz surrounding the Dubai Chocolate made it a must-try item for those who could afford the indulgence.
Dis-Chem Brings Dubai Chocolate to South Africa
Now, in November 2024, Dis-Chem has introduced a more affordable option, selling the coveted chocolate for R400. The version available at Dis-Chem comes from Turkish manufacturer Bind Chocolate, known for its luxurious sweets inspired by Middle Eastern flavors. This offering maintains the pistachio filling that initially captured so much attention, wrapped in packaging that pays homage to Dubai’s iconic landmarks like the Burj Khalifa and Burj Al Arab.
The introduction of the chocolate at Dis-Chem is a game-changer for those who missed out on the initial frenzy. At less than half the original price, more South Africans now have the opportunity to see if the hype is real.
Social Media Reactions: A Mixed Bag
As expected, the reintroduction of Dubai Chocolate at a lower price has reignited social media debates. TikTok user Olivia Dennis recently shared her experience, trying the chocolate in-store and giving it an honest review. Although she enjoyed the taste, noting its creamy texture and delicious pistachio center, the price remained a sticking point. Breaking the bar into its four sections, each block effectively costs R100—a hefty price for what some still consider a simple treat.
Dennis and another woman shared their skepticism, noting, “For 400 bucks, it better taste like 400 bucks.” Their conclusion? It’s good, but whether it’s worth R400 is a matter of personal taste. Meanwhile, another TikToker bluntly called it “pretty average,” suggesting it might not live up to the hype.
The TikTok comments reflect a divided audience. While some are delighted to finally try the elusive chocolate, others are balking at the steep cost. A common sentiment is the anticipation of price drops, with some joking that they’ll wait for it to hit the bargain bin. Comparisons to the “Prime” craze of 2022-2023, when demand drove prices sky-high only to plummet when Checkers stocked it at a lower cost, highlight the skepticism that many consumers have towards viral trends.
Why is Dubai Chocolate So Expensive?
The allure of Dubai Chocolate lies in its luxurious ingredients and craftsmanship. Originally made by Fix Dessert Chocolatier, a Dubai-based brand known for high-end confectionery, the chocolate was crafted to deliver a unique taste experience. The pistachio filling, in particular, adds a rich and nutty flavor, complemented by the crunch of toasted kunafa puff pastry—a Middle Eastern dessert staple. These premium ingredients, coupled with its association with Dubai’s opulence, make it a costly indulgence.
Dis-Chem’s version from Bind Chocolate is described as a “premium milk chocolate with a rich, nutty pistachio center,” emphasizing the decadent blend of flavors. The packaging, too, plays a role in its appeal, featuring designs that evoke the grandeur of Dubai, making it not just a treat but a gift-worthy item for special occasions.
Is the Price Justified?
Whether or not the price is justified depends on one’s willingness to pay for a luxury experience. For some, the taste of this premium chocolate and the prestige of trying a viral sensation makes the R400 worth every cent. For others, it’s hard to justify spending that much when more affordable chocolates can offer a similar taste experience.
The question ultimately boils down to personal preference: Is the novelty of Dubai Chocolate worth the investment? Or is it just another viral trend that will fade with time?
Final Thoughts
The arrival of Dubai Chocolate at Dis-Chem has made a once-exclusive treat more accessible to South Africans, and while it’s still a luxury item, it’s now within reach for those curious enough to try it. Whether the chocolate lives up to the hype or not is subjective, and the varying reviews only add to its mystique.
So, if you’re tempted to indulge, you can now find Dubai Chocolate at Dis-Chem stores for R400. Whether you’ll savor every bite or wait for a discount remains to be seen, but one thing’s for sure—the Dubai Chocolate has certainly made a splash in South Africa’s confectionery scene.
