Dubai-style chocolate, viral star of TikTok and Instagram, is so popular that Waitrose is limiting sales to two bars per customer. The upmarket supermarket chain has taken the move, the Times reports, ‘because we want everyone to have the chance to enjoy this delicious chocolate’. Some are sceptical. Steve Dresser, who heads up consultancy Grocery Insight, has questioned whether this is a marketing ploy, with Waitrose ‘trying to generate scarcity’. The supermarket says no, assuring the Grocer of the ‘incredible popularity’ of these £10 confectionery bars.
It’s incredible all right. Even Waitrose’s yellow sticker fare is beyond my budget, so to me a tenner for a slab of chocolate sounds not so much indulgent as fall-of-the-Habsburgs decadent. But my objection to Dubai-style chocolate is not the price, it’s the whole social media cult that has memed it into a must-try luxury product.
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