Dubai chocolate sparks allergy concerns amid rogue imports and labelling risks

Pistachio-filled “Dubai chocolate” is taking the UK dessert market by storm, boasting a luxurious filling of pistachio cream and tahini encased with knafeh, a celebrated Arab dessert. However, while the popular sweet treat enjoys viral attention on platforms like TikTok, food safety regulators are raising concerns over rogue imports potentially endangering consumers with allergies.

The Food Standards Agency (FSA) has sounded the alarm after identifying several imported products that fail to meet reliable labelling requirements. These products, intended to mimic the original creation developed in 2021 by British-Egyptian entrepreneur Sarah Hamouda, have been flagged as possible risks due to the lack of ingredient transparency and the potential presence of banned additives or dyes.

Reports indicate that allergy sufferers could be particularly vulnerable, as mislabelled or unlabelled bars may contain allergens without proper warnings. Prof Robin May, Chief Scientific Adviser for the FSA, has recommended UK consumers purchase from trusted retailers to ensure the product aligns with domestic safety standards. Conforming labels in the UK are legally required to prominently highlight allergens in English, alongside information about the responsible manufacturer.

The chocolate’s meteoric rise can be heavily attributed to social media, with one viral video of a food influencer sampling the treat amassing 100 million views on TikTok. The popularity has not only created supply chain challenges but may have also contributed to a growing global demand for pistachios. In response, both established brands such as Lindt and supermarkets ranging from Lidl to Waitrose have released their own iterations to capitalise on the trend.

As the FSA continues its investigation into the breadth of the issue, consumers with allergies or intolerances are being advised to prioritise safety by purchasing products clearly marketed for UK sale. The agency is collaborating with local councils to remove high-risk products from circulation while urging manufacturers and importers to adhere to regulatory standards.

Dubai chocolate has become more than just a viral sensation. It represents a lucrative opportunity for global retailers, but only if necessary standards are maintained to protect consumer health and trust in the industry.