Lidl’s TikTok Shop sale of Dubai chocolate sold out at a rate of 72 bars a minute this morning.
A limited run of 6,000 Lidl Dubai Style Chocolate bars went on sale at 9am, priced at £3.99 for 122g plus £1 postage, and sold out by 10.24am.
Pistachio knafeh-filled Dubai chocolate has been the subject of over 300,000 posts on TikTok, and videos of people eating the treat have gained millions of likes.
One TikTok food influencer, @mariavehera257, has gained 6.7 million likes for a video of her eating a Dubai chocolate bar in her car.
Lidl claimed its Dubai chocolate bars were the cheapest available from a UK supermarket.
However, despite the treat riding a viral wave in so-called ASMR (autonomous sensory meridian response) TikTok videos of people eating, Lidl’s did not sell out as fast as its first sale on the platform.
Lidl became the first UK supermarket to sell on TikTok Shop in February, when it offered a limited run of 3,000 bundles of high-protein products, which sold out in 18 minutes. The protein bundles were worth £30 each, according to Lidl, but sold on TikTok Shop for £5 each.
It is not the only retailer getting in on the Dubai chocolate trend, with Home Bargains also posting on TikTok about its Dubai Style Chocolate ‘Dubites’, costing £3.99 for a 100g pack.
Unlike Lidl’s, Home Bargains’ version is only available in stores, while Lidl’s went on sale as a TikTok Shop exclusive.
Lidl said TikTok shoppers would get “an exclusive first taste” of its own label JD Gross Dubai-Style Chocolate.
“This momentous occasion marks Lidl’s second foray into TikTok Shop, as the announcement comes hot on the heels of the recent launch of its Protein Bundles, which sold out just 18 minutes after dropping on the platform,” said a Lidl spokesperson ahead of today’s sale.
“Now, as love for the coveted chocolate sensation only continues to grow, this latest drop is set to be even bigger.”
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