The UK Food Standards Agency (FSA) has issued a formal warning regarding concerns over imported “Dubai-style” chocolate products. While the trend has swept the nation, especially via influencers on platforms like TikTok, some products sold in the UK—particularly those imported informally—may not meet legal labelling standards, posing a risk to individuals with food allergies.

What is Dubai Chocolate?

Dubai chocolate is a filled milk-chocolate bar incorporating a blend of pistachio cream, tahini, and shredded filo pastry known as knafeh (kadayif). It was first created in 2021 by Sarah Hamouda of FIX Dessert Chocolatier in Dubai. The treat gained traction through viral TikTok videos in 2024, one of which attracted over 100 million views. Major UK retailers like Waitrose and Lidl later introduced their own versions, sparking further interest and limited-shop rationing.

Specific Concerns Raised by the FSA

The FSA and local authorities have identified multiple imported products that may be:

• Lacking full ingredient and allergen labeling required by UK law.
• Missing legally mandated information such as British or EU responsible business names, English-language instructions, net weight, and best-before or use-by dates.
• Potentially containing prohibited additives or colours not licensed for sale in the UK.

Professor Robin May, the FSA’s chief scientific advisor, underscored the gravity of the issue:

“The vast majority of food in the UK is safe, but some imported Dubai‑style chocolate products don’t meet our standards and could be a food safety risk, especially for consumers with allergies… As it’s difficult for consumers to tell the difference between products made for the UK and those that aren’t, if you have a food allergy or intolerance, we advise you do not buy the product unless you’re certain it’s intended for sale here.”

Legal Requirements for UK Food Labels

Foods legally offered in the UK must include:

1. The name of the food (e.g., “Milk chocolate with pistachio paste filling”).
2. A full ingredient list, with the 14 regulated allergens clearly emphasised.
3. The food’s net weight.
4. A best before or use by date.
5. The name and address of either a UK/EU responsible business or, for imports, the UK importer’s details.

Ongoing Investigation and Enforcement

• The FSA is actively sampling suspect products to quantify the scale of non-compliance.
• It is working closely with local authorities to remove unsafe items from both physical and online retailers.
• Collaboration with allergy charities aims to raise public awareness about the risks posed by improperly labelled imported bars.

How to Shop Safely

Consumers, especially those with allergies or food intolerances, are urged to:

1. Purchase only from trusted UK retailers—such as large supermarkets or established British brands—where compliance with regulatory standards is assured.
2. Inspect packaging thoroughly: ensure it is in English, clearly lists allergens, shows a best-before/use-by date, provides weight information, and names a UK/EU business or importer.
3. Avoid buying via TikTok Shop or lesser-known resellers, as these channels may carry non-compliant products.
4. Report any suspect items to local authorities—especially if packaging is unclear or lacks essential details.
5. Do not consume any product until you are certain it fully complies with UK labelling requirements, particularly if you have allergies.

Reputable Alternatives Available

Several mainstream UK retailers—including Lidl, Waitrose, Morrisons, Nestlé, and Lindt—have launched their own Dubai-style chocolate bars that comply with UK labelling laws, including allergen declarations. These are considered safe for consumers with allergies, provided the label is checked.

For those with allergies or dietary restrictions, “Dubai chocolate” remains a safe and indulgent treat—as long as it is purchased from compliant UK sources. Avoiding imports with uncertain ingredients or unclear labelling is essential. Until the FSA completes its investigation and enforcement, shopping cautiously is the prudent course.