Godiva returns to UK with limited-edition Dubai Chocolate at Tesco

Luxury chocolate brand Godiva is returning to UK supermarket shelves for the first time in nearly five years, launching a limited-edition Dubai-style chocolate bar exclusively in Tesco. Credit: pladis

Luxury chocolate brand Godiva is returning to UK supermarket shelves for the first time in nearly five years, launching a limited-edition Dubai-style chocolate bar exclusively in Tesco.

The premium brand, known for its Belgian heritage, is bringing its viral pistachio and knafeh-filled treat to UK supermarket shelves – marking a shift from its usual availability in high-end retailers such as Harrods, Selfridges and Godiva’s Covent Garden boutique, and making it accessible to mainstream consumers.

Global influences reshaping the snacking industry

Owned by global snacking giant pladis, the chocolatier is tapping into the soaring popularity of Middle Eastern flavours and TikTok-fuelled chocolate trends. The brand’s Dubai-style chocolate, retailing at £10 or £7.95 with a Tesco Clubcard, is expected to draw significant attention from British food lovers and trend-savvy shoppers.

“Global influences are increasingly reshaping the snacking industry, as consumers seek more adventurous and authentic culinary experiences,” said a GODIVA spokesperson. “The popularity of Dubai-style chocolate is a clear example of how international flavours are crossing borders and becoming mainstream.”

The move follows a remarkable performance by pladis in Türkiye, where a Dubai chocolate bar sold 3,000 tonnes within just four months of its 2024 launch. Inspired by this success, the company is now bringing the flavour trend to the UK.

As part of pladis, which also owns McVitie’s and Jacob’s, Godiva is benefiting from a strategic push to capitalise on emerging consumer trends. The snacking giant has focused on developing innovative products while expanding the flavour profiles of its heritage brands, with recent examples including new variants of McVitie’s Jaffa Cakes and Jacob’s Bites.

“Building on pladis’ strong performance in Türkiye, this launch underscores our commitment to growing our much-loved brands in key markets and investing in our innovation capabilities to meet new demands from consumers,” the spokesperson added.

Surging demand for Dubai-inspired chocolate

The Godiva relaunch comes amid a boom in demand for Dubai-style chocolate across the UK. Supermarkets are rushing to meet consumer appetite, with retailers such as Lidl and Waitrose reportedly introducing purchase limits on their own pistachio and knafeh-inspired products due to overwhelming popularity.

Aldi is also embracing the trend, having launched the UK’s first Dubai Chocolate Ice Cream back in April. It will follow this with its own version of the Dubai-style chocolate bar, on sale from 12 June at £3.99, without restrictions on quantity.

The limited-edition Godiva bar, positioned at the premium end of this trend, offers a luxury alternative to budget offerings and marks the brand’s bid to reclaim its place in the UK’s evolving chocolate aisle.