AACHEN, Germany (AP) — Hundreds of curious shoppers, some equipped with camping stools and rain gear, lined up for hours on a drizzly Thursday in the western German city of Aachen. They weren’t waiting for the latest phone or luxury handbag release: they were after a taste of a new chocolate bar. Swiss chocolate giant Lindt has drawn the crowds with a new treat — a confection known as “Dubai chocolate” that features a crunchy mixture of chocolate, pistachio cream and knafeh, a crispy filo dough that is better known for its use in baklava.
Lindt executives want to show the nearly 180-year-old Swiss chocolatier can mix it up with a product first concocted by an Emirati upstart and expand the boundaries of a centuries-old industry largely dominated by European companies. “It’s a hype, a trend on social media, with people waiting in long lines,” said Zi Cheng Lai, 23, student from Malaysia, after exiting the Lindt store in Aachen on Thursday. “We want to try it out here and be part of it.
” After crossing a rope line to enter the Lindt store, Lai and others were welcomed by staffers in white cooks’ outfits and matching chef hats who held out sample squares of chocolate. They could then move on into the store to buy a single bar per person — each bearing a unique number, to add a flavor of exclusivity. The sweet treats were first introduced in 2021 by startup FIX Dessert Chocolatier in the United Arab Emirates.
They have since grown in popularity, helped by .
