UAE/DUBAIJan. 16, 2025
German Court Bans Aldi from Selling 'Dubai Chocolate' Made in Turkey
In a surprising legal development, a German court has prohibited the discount supermarket chain Aldi Süd from selling a version of the popular "Dubai chocolate" after it was discovered that the product was made outside the UAE. This ruling, which was issued on December 31, 2023, follows a complaint filed by businessman Andreas Wilmers, who imports authentic "Dubai chocolate" from the Emirati city itself.
What Is "Dubai Chocolate"?
Dubai chocolate, filled with pistachio paste and thin pastry, became a viral sensation in recent years, particularly on social media platforms like TikTok. Videos showcasing the sweet treat garnered millions of views, sparking a frenzy that led to mass runs on shops. As demand surged, the chocolate bars, once sold at affordable prices, began reselling for hundreds of euros online after selling out in stores.
However, a dispute arose when Wilmers discovered that Aldi Süd was selling a product labeled as "Alyan Dubai Handmade Chocolate," which, in reality, was produced in Turkey. Wilmers argued that the packaging misled consumers, as the term "Dubai Handmade Chocolate" implied that the product was made in Dubai itself.
Court Ruling and the Legal Implications
The Cologne court ruled in favor of Wilmers, agreeing that the term "Dubai Handmade Chocolate" would lead the average consumer to believe the product was manufactured in Dubai, despite the label on the back indicating the origin as Turkey. The court noted that the "Origin: Turkey" label, printed in small font, was insufficient to clear up the misunderstanding. As a result, the court ordered Aldi Süd to cease selling the product and pay the legal costs.
Wilmers, who imports authentic Dubai chocolate, emphasized that the misrepresentation of the product's origin had led to customer complaints about its taste. He described it as "unacceptable" to mass-produce a chocolate bar in Turkey and label it as "Dubai Handmade Chocolate." He suggested that a more appropriate term would be something like "Dubai style" to avoid misleading consumers.
The Battle Over Dubai-Style Products
This legal battle is part of a broader trend of protecting the authenticity of the "Dubai chocolate" brand. Wilmers has already taken legal action against a Swiss chocolate maker that previously sold a Dubai-style product, prompting the company to change its packaging. Furthermore, he is exploring further legal action against another German supermarket chain that continues to sell a similar Dubai-style product.
Aldi Süd, on the other hand, declined to comment on the ongoing legal proceedings but confirmed that they would comply with the court's decision.
The Importance of Authenticity
This case highlights the growing importance of authenticity in the food industry, particularly for products that become viral sensations. Consumers are increasingly aware of the origin and quality of the products they purchase, and companies must be transparent in their labeling to avoid misleading their customers. As the "Dubai chocolate" brand continues to capture global attention, it remains to be seen how other retailers and manufacturers will respond to the demand for genuine products.
In the meantime, the court ruling serves as a reminder to companies about the potential consequences of misrepresenting the origin of popular products. As the battle over "Dubai chocolate" unfolds, it could have broader implications for how brands protect their intellectual property and ensure authenticity in the marketplace.