Shoppers go wild as viral Dubai chocolate hits major UK supermarkets including £3.99 Lidl version - here's how to get yours before they sell out

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The Dubai chocolate bar has finally landed in Selfridges, and it's become the store's fastest-selling confectionary product ever.

TikTok users would have to be living under a rock to not have witnessed celebrities and influencers taste testing the premium pistachio-filled chocolate bar, with #dubaichocolate currently having over 11 billion views on the platform.

Now, luxury British retailer Selfridges has introduced the highly sought-after sweet treat in four different variations.

The bar, filled with pistachio cream and crispy kataifi - shredded phyllo dough - and is inspired by a Middle Eastern dessert called knafeh, was first created by Dubai-based Sarah Hamouda. Hamouda created the bar during her pregnancy as a tribute to one of her favourite childhood deserts. 

Different kinds of the chocolate bar have popped up across the UK, with Morrisons, Aldi, and Lindt also releasing versions of the decadent treat.

BATEEL Dubai Pistachio Kunafa Chocolate Bar 40g 

£4.99 Shop

At Selfridges, shoppers can purchase four different versions, including a bar made in Dubai by Bateel (£5) in pistachio and hazelnut flavours, larger bars from Godiva (£25), Vivel (£25), or Laderach's FrischSchoggi (£10.50).

Discussing the release, Andrew Bird, Selfridges Head of Food, said: 'Dubai Chocolate is the sweet-treat must-have for 2025; its flying off shelves.

'It's been hugely popular across social media and understandably, our customers have been desperate to try it and find out what the fuss is all about. We can't wait to see what they think of our new range!'

Meanwhile, TikTok users have taken to the platform to show the variations they've purchased at different UK supermarkets.

The UK has finally caught on to Dubai's famous chocolate bar, with Lindt introducing their version, as well as Selfridges and Lidl (pictured: UK-based TikTok user Kieran purchasing Lindt's version in Sainsburys)

Lindt Dubai Style Chocolate Bar 

£10.00 Shop

UK-based Kieran Slade located Lindt's version in Sainsburys, writing: 'I've been trying to find the Lindt Dubai chocolate bar in UK for ages but it's finally available in Sainsbury's, so be quick before it sells out!'

Elsewhere, a user who goes by @vogue_of_phoenix, managed to snag a bar of Lidl's version in Switzerland - and told her followers there's a chance it's available in the UK.

She told her followers: 'Run don't walk to Lidl'.

Anni Olivia Tukeva from Stockholm also shared Lidl's version with her followers - and appeared impressed with the taste.

TikTok user Anni (pictured) tried Lidl's variation of the famous chocolate bar - and appeared impressed

Another TikTok user called Niky, who goes by @zazarich1, spotted a Dubai-style chocolate bar in Morrisons.

Niky wrote alongside the caption: 'Guys, run to Morrisons [for] £5 chocolates'.

Lindt released its 'Dubai style' chocolate bar inspired by the viral treat back in December. 

Stefan Bruderer, Master Chocolatier at Lindt & Sprüngli said: 'We're always tapped into consumer trends.

'After we saw how well the Dubai chocolate craze went down on social media, we knew we had to get involved and put our very own twist on it.'

Lindt's Dubai Style Chocolate is available in select stores across the UK, including Bicester Village, Leeds Trinity, McArthurGlen (Cheshire Oaks) and Bluewater, Dartford.

In November, hundreds of shoppers queued up in the rain for hours in the western German city of Aachen to get their hands on the bar - with only 100 on offer.

The most dedicated chocoholics said they travelled over 4,000 miles to get their hands on the sweet treat.

British retailer Selfridges is selling the famous Dubai-inspired chocolate bar in multiple variations, including with hazelnut

With their camping chairs and waterproof jackets in hand, customers entering the store were greeted with staff members in white chef outfits and offered a sample of the Dubai style chocolate.

They were then ushered over to buy a single bar bearing a unique number to add an element of exclusivity.

Speaking to the Independent after leaving the Lindt store in Aachen with the bar in hand, Zi Cheng Lai, 23, from Malaysia, said: 'It's a hype, a trend on social media, with people waiting in long lines.

'We want to try it out here and be part of it.'

Elsewhere in Stuttgart, Leon Faehnle said: 'I waited 10 hours. I've been here since midnight just to taste this chocolate.'

Tasting the viral bar in New York, Angelina told her followers on TikTok that it was a 'dream'.

The London-based creator said the chocolate featured a swirl design that looked like 'a piece of art painted by Vincent Van Gogh' and was 'creamy milky perfection' that melted in her mouth.

But Lindt can't take all the credit as the Dubai style chocolate was created in 2021 by British-Egyptian entrepreneur Sarah Hamouda.

The Dubai-based businesswoman founded Fix Dessert Chocolate as a response to her pregnancy cravings and love of dessert, with 'Fix' standing for 'freaking incredible experience'. 

'To be honest, not at any point did I think this was going to become global,' Sarah told CNN.

'It's insane what's been happening,' she added in response to the demand for the 'Can't Get Knafeh of it' bar from people all over the world.

This is certainly apparent over on X, where people are issuing shout-outs to Dubai residents to help them source a bar.

'Whoever is travelling back from Dubai to London could you get me a fix dessert chocolatier chocolate bar cause I'm dying to try it,' wrote one fan.

While another said: 'I need to go to Dubai and try Fix Dessert chocolates immediately.'

And a third wrote: 'I'm gonna buy that fix dessert knafeh flavored chocolate bar once I get back to Dubai.'

For Hamouda, creating Fix has been a labour of love.

She said: 'We take a lot of time and effort, and put a lot of love into our bars.