Culture first: why Dubai chocolate is winning on social media

dubai chocolate

The Dubai chocolate trend has a culture-first momentum that modern brands should harness, says Christina Miller, chief social officer at VML EMEA

Last week, Waitrose found itself at the centre of a controversy: £10 Lindt “Dubai-style” chocolate bars, inspired by a viral Middle Eastern dessert, were flying off shelves so fast the supermarket had to impose a two-bar-per-person limit.

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