Aydın Ağaoğlu, President of the Consumer Confederation (TÜKONFED), emphasized the urgent need to stop the Dubai chocolate craze, stating that it leads to an extravagance in luxury consumption, especially in children. The recent surge in demand for Dubai chocolate, made of pistachio, shredded dough, and chocolate, has reached an all-time high level of “craze.”
Particularly on social media, this product, which is shared through images, attracts more interest from children than adults. Dubai chocolate, differing from the many varieties consumed in our country only by containing shredded dough, is being pursued by large companies, patisseries, small chocolate production workshops, and even households as the demand rises, driving prices up.
The high demand and prices quickly paved the way for the emergence of counterfeit products in the market. Products labeled as Dubai chocolate, which contain low-quality cocoa and other ingredients resembling pistachios, came into view.
Ağaoğlu, President of the Consumer Confederation (TÜKONFED), mentioned that the interest in Dubai chocolate has risen extraordinarily in recent days, especially with the impact of social media. He recalled going to a popular chain store where he was told, “Dubai chocolate flies off the shelves. If I put a thousand units upfront, they would sell out within minutes,” emphasizing that this is a form of “luxury consumption craze.”
He further witnessed exorbitant prices being charged elsewhere and stated, “It reached prices as high as 4,000 lira per kilogram. They sell 100 grams at prices approaching 400 liras. Why are these prices so high? Who introduced this chocolate, who made it famous, and for what purpose? It definitely leads to an extravagance in luxury consumption, encouraging children and young people to engage in luxury consumption. What about those who cannot access Dubai chocolate? How will you explain to children who can access it but cannot consume it for health reasons?
The Dubai chocolate craze must be stopped; this is a huge responsibility for parents. They should keep children away from this consumption craze.” Ağaoğlu emphasized that some places are unable to meet the demand, saying, “People are queuing up in many places. It is even claimed to be sold in school canteens. If this is true, precautions must be taken. Not every child may have the means to afford this expensive product.”
He mentioned hearing about the emergence of counterfeit products due to the increasing demand, adding, “With a product so expensive and popular, counterfeits and low-quality versions quickly flooded the market. It may even turn into a situation similar to when diced peas were put inside baklava. We warn consumers, do not be fooled by the Dubai name and eat diced peas.” Doç. Dr. Hüdayi Ercoşkun, Faculty Member of the Department of Food Engineering at Çankırı Karatekin University’s Faculty of Engineering, stated that Dubai chocolate has negative effects on children and should be monitored.
Ercoşkun highlighted Turkey’s strong position in Antep pistachios worldwide, emphasizing, “Shredded dough is also unique to us. Turkey is already in a good position in the chocolate industry with its quality productions. Neither cocoa nor pistachios come from Dubai. The most widely accepted ingredients in chocolate worldwide are milk and hazelnuts, in which Turkey is also prominent. Despite all this potential, children in Turkey are being encouraged towards Dubai chocolate, which has become a symbol of excessive luxury consumption.
This situation calls for a questioning and evaluation by both chocolate manufacturers and the media that promote this product. Advertisements that promote luxury consumption for children must be avoided.”