(14 Nov 2024)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
Aachen, Germany – 14 November 2024
1. Various of people waiting in line to buy Dubai chocolate
2. Man opens shop, first customer gets a piece of Dubai chocolate to taste
3. Vendors showing Dubai chocolate on a plate
4. SOUNDBITE (German) Can, early morning chocolate shopper:
“I have been waiting in line since 5:30 in the morning. The chocolate is a gift for my girlfriend, it rained a bit but it’s ok things will dry again.”
5. Various of Dubai chocolate bars
6. SOUNDBITE (German) Esko Rieck, student:
++SOUNDBITE PARTIALLY COVERED++
“I have been waiting here since 7 so 3.5 hours. I’m here because I’ve never been at such a release event and I wanted to experience the release of a limited edition.”
7. Esko Rieck entering store
8. Rieck trying a chocolate taster
9. SOUNDBITE (German) Esko Rieck, 20, Student:
“It’s juicy inside but also crunchy I think it’s the strands of the angel hair, you can taste the milk chocolate, not so much the pistachio, but the texture is really good.”
10. People inside store
11. Customer tasting chocolate
12. Customer paying for chocolate
13. SOUNDBITE (German) Xi Shu Lim, student from Malaysia (right):
“It’s a trend to try the Dubai chocolate and it’s my first time”
SOUNDBITE (German) Zi Cheng Lai, student from Malaysia (left):
“It’s hype, a trend on social media with people waiting in long lines. We want to try it out here and be part of it."
15. Xi Shu Lim and Zi Cheng Lai leaving the store, tasting chocolate
STORYLINE:
Hundreds of curious shoppers — many equipped with rain gear and folding camping stools — lined up for hours on a drizzly Thursday morning in the western German city of Aachen to get a first, rarefied taste of the novel confection: Dubai Chocolate.
The bars first concocted in 2021 by startup FIX Dessert Chocolatier in the United Arab Emirates feature a crunchy mixture of chocolate, pistachio cream paste and knafeh, a crispy dough that is better known for its use in baklava.
Swiss chocolatier Lindt is getting into the act and industry gurus hope the market for chocolate worldwide will expand.
The nearly 180-year-old Swiss chocolate vendor Lindt took its first steps trying to hop onto the bandwagon, with a limited release of 1,000 chocolate bars in select shops in Germany.
After crossing a rope line to enter the Lindt boutique, staffers in white cooks’ outfits and matching chef hats, armed with tongs, doled out sample squares to the customers.
Then they were able to purchase a single bar per person, with each one bearing an exclusive number — feeding the feel of exclusivity.
The hype around the treat has accelerated with influencers who posted videos on Instagram and TikTok showing them cracking open the bars and munching voraciously, or cooking up homemade versions.
The formal entree of the sweets into the longtime and large European market for chocolate is getting swept up by the “Dubai Chocolate” phenomenon.
“It’s hype, a trend on social media, with people waiting in long lines,” said Zi Cheng Lai, 23, a student from Malaysia, after exiting the Lindt store in Aachen on Thursday.
A similar campaign is set to start this weekend in Switzerland — after a reported outcry in the Alpine that the Swiss were being left out.
ChocoSuisse, an industry association, is hopeful that the fusion of Middle Eastern phyllo and chocolate and the “news trend” around Dubai Chocolate will make chocolate more appealing to palates beyond Europe, the world’s biggest chocolate market for many generations.
AP video shot by Daniel Niemann
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