Court Prohibits Aldi Süd from Selling 'Dubai Chocolate'
German Court Rules Against Aldi Süd's Misleading Branding of Chocolate as 'Dubai'.
In a recent ruling, the Cologne District Court has issued an injunction against the German discount retailer Aldi Süd, prohibiting the sale of its 'Dubai Chocolate'.
The decision, documented under case number 33 O 544/24 and available to the German Press Agency, highlights the necessity of a genuine geographical link for product branding in Germany.
The case centers around the 'Alyan Dubai Handmade Chocolate', which Aldi Süd began selling in its stores from December last year.
Despite being named 'Dubai Chocolate', the product was manufactured in Turkey, a detail that was noted on the product's packaging.
The court found this labeling insufficiently clear, concluding that consumers could be led to believe the chocolate was produced in Dubai and imported into Germany.
Initiated by Andreas Wilmers, a confectionery importer selling Dubai-produced Fex brand chocolate in Germany, the complaint seeks to protect consumers from potentially misleading branding practices.
Should Aldi Süd continue to sell the chocolate under its current name, it risks facing fines.
The retailer has yet to comment publicly on the court's decision and retains the right to appeal.
This ruling forms part of a broader series of actions initiated by Wilmers.
In the same vein, he issued warnings in December to both Lidl, another major discounter, and confectionery giant Lindt over similar branding concerns.
At present, no judicial outcomes have been reached in these latter cases.
In response, Lindt has clarified its stance, stating that 'Dubai Chocolate' in this context references a flavor profile characterized by pistachio and kadayif—a Middle Eastern dessert ingredient—rather than an indication of geographical origin.
The German Confectionery Industry Association has echoed this view, asserting that such chocolate should not be confined to being produced solely in Dubai.
The chocolate in question has gained significant popularity, partly propelled by the influence of social media platforms like Instagram and TikTok.
Consumers have driven up demand, leading to rapid sell-outs in Aldi stores and long queues at Lindt boutiques across Germany.
This phenomenon has even spurred resale activities online, with prices reaching several hundred euros for 100 grams of chocolate.
This legal development underscores the ongoing conversation around transparent product labeling and consumer protection in the global market, setting a precedent for how products with evocative geographic branding are marketed.
The decision, documented under case number 33 O 544/24 and available to the German Press Agency, highlights the necessity of a genuine geographical link for product branding in Germany.
The case centers around the 'Alyan Dubai Handmade Chocolate', which Aldi Süd began selling in its stores from December last year.
Despite being named 'Dubai Chocolate', the product was manufactured in Turkey, a detail that was noted on the product's packaging.
The court found this labeling insufficiently clear, concluding that consumers could be led to believe the chocolate was produced in Dubai and imported into Germany.
Initiated by Andreas Wilmers, a confectionery importer selling Dubai-produced Fex brand chocolate in Germany, the complaint seeks to protect consumers from potentially misleading branding practices.
Should Aldi Süd continue to sell the chocolate under its current name, it risks facing fines.
The retailer has yet to comment publicly on the court's decision and retains the right to appeal.
This ruling forms part of a broader series of actions initiated by Wilmers.
In the same vein, he issued warnings in December to both Lidl, another major discounter, and confectionery giant Lindt over similar branding concerns.
At present, no judicial outcomes have been reached in these latter cases.
In response, Lindt has clarified its stance, stating that 'Dubai Chocolate' in this context references a flavor profile characterized by pistachio and kadayif—a Middle Eastern dessert ingredient—rather than an indication of geographical origin.
The German Confectionery Industry Association has echoed this view, asserting that such chocolate should not be confined to being produced solely in Dubai.
The chocolate in question has gained significant popularity, partly propelled by the influence of social media platforms like Instagram and TikTok.
Consumers have driven up demand, leading to rapid sell-outs in Aldi stores and long queues at Lindt boutiques across Germany.
This phenomenon has even spurred resale activities online, with prices reaching several hundred euros for 100 grams of chocolate.
This legal development underscores the ongoing conversation around transparent product labeling and consumer protection in the global market, setting a precedent for how products with evocative geographic branding are marketed.
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