Saudi Arabia’s Vlinder Chocolate enters South Korea amid relentless ‘Dubai chocolate’ craze

28-Oct-2024 - Last updated on 28-Oct-2024 at 03:15 GMT

Vlinder Chocolate has launched six flavours of its filled-chocolate bars in South Korea. ©Vlinder Chocolate

Saudi Arabia’s Vlinder Chocolate recently debuted its “Dubai chocolate-style” products in South Korea, on the back of the viral food trend that has taken the market by storm over the past year.

Ever since it went viral worldwide, the original “Dubai chocolate” by FIX Dessert Chocolatier has been in high demand in South Korea, with prices surging in the reseller market and the trend leading to an increase in pistachio-related food imports.

To capitalise on this filled-chocolate bar craze, Korean convenience store chains, such as CU and GS25, have launched their own versions that are priced higher than regular chocolates but still quickly sold out.

The market recently saw the arrival of another popular Middle Eastern chocolate brand called Vlinder Chocolate, which is owned by Kareem Sweets, one of the oldest confectionery manufacturers in Saudi Arabia.

This marks the brand’s successive expansion moves, following its entry into Kuwait, Singapore, Malaysia, Germany, and Canada.

A total of six flavours have been introduced, including Crispy Kunafa & Pistachio, which bears semblance to FIX’s signature Can’t Get Knafeh of It.

The other flavours are namely Crispy Kunafa & Pecan, Crispy Tahini & Peanut Butter, Crispy Kunafa & Bueno Chocolate Bar, Crispy Peanut Butter & Biscoff, and Crispy Baklava & Pistachio.

“These flavours provide a taste experience of authentic Middle Eastern desserts with unique characteristics depending on the ingredients,” said Crefun, the exclusive importer of Vlinder Chocolate in Korea.

According to the firm, the products were sold after clearing strict food import requirements, and are now available on e-commerce platforms Naver Smart Store and KakaoTalk Store.

As part of its marketing initiatives, a pre-launch event was held at Hyundai Department Store Pangyo on October 4.

Starting with Vlinder Chocolate, Crefun aims to bring more Arabian desserts into the local market and export Korean products to the Middle East.

As such, the firm is currently on the lookout for premium dessert retailers and distributors in Korea to work with.

Mark of approval

In the UAE, the “Majlis culture” has given rise to the development of premium, high-quality desserts.

Majlis are places where members of a community gather to socialise, with the sessions typically accompanied by desserts and tea.

Kunafa, also known as knafeh, is a traditional Middle Eastern dessert ingredient characterised by its crunchy texture. When combined with pistachio paste, the flavour is enhanced and said to offer a “luxurious taste”.

Notably, Vlinder Chocolate’s products come with the “SAUDI MADE” logo, which means that they have been certified by the Saudi Food and Drug Authority (SFDA) to be products of Saudi origin and are reliable.

This logo is the emblem of the Made in Saudi programme, and represents the country’s heritage and development towards providing high-quality products and services locally and globally.

Currently focusing on companies from non-oil sectors, the programme is designed to help Saudi industries and products grow, while members are expected and encouraged to prioritise use of local talent, materials, and suppliers.

It is also part of Saudi Vision 2030, a government programme that aims to achieve the goal of increased diversification economically, socially, and culturally.