2024-11-01 10:04:00
Tina Limbeck won’t open the front door of her shop until 11am. But the first customers stop almost half an hour before. Some leave after looking at their watches, but two women wait in front of “Little USA World.” That’s what Limbeck and his partner Eileen Haßler called their business in a business park in Linden near Giessen. In the “American Store,” as Limbeck calls it, you can find Bud Light canned beer, Spiced Coca-Cola, Dr. Pepper Creamy Coconut Lemonade, and A&W root beer products from which it takes its name, and there are also some exotic products from other countries, for example, a drink imported from South Korea in which whole grapes float. But the two clients are only marginally interested in all this.
The two middle-aged women come for Limbeck and Haßler’s Dubai chocolate. There are now many sweets with this name on the market, since almost a year ago a Tiktok video was clicked like crazy and sparked an almost euphoric enthusiasm for a product. In the clip, a young woman bites into half a bar of chocolate named after its original place of origin. And anyone who puts Dubai chocolate in their mouth can understand the noise it makes. In the case of the Linden product, small grains and crunchy threads mix with the creaminess of milk chocolate - “angel hair”, as Haßler says with a smile. “Cut straight from the hair of angels,” Limbeck says, laughing, of the wafer-thin strands of dough that are also familiar from other Arab and Turkish delicacies.
One board costs 15.99 euros
At the checkout the two customers tell Limbeck that they have already tried Dubai chocolate from other manufacturers. Now I’m here to try those from the two dealers. One of them buys two bars. Shortly after a man takes a tablet from the presentation table and pays for it, shortly after the next one arrives at the counter. “So what?”, one or the other might say – someone simply buys the chocolate. It happens thousands of times every day in Hesse alone. What’s inside? REAL. Only: a “Little USA World” bar costs 15.99 euros. The Italian restaurant offers pizza and mineral water, for example.
Limbeck and Haßler point out that they sell 220 gram bars, i.e. those in XXL format, wrapped in light-colored wrapping paper decorated with gold streaks. Plus, a tenth of its chocolate is made from pistachios, a rich filling. This sets them apart from their competitors. In any case, they meet the needs of consumer advocates, who want to see pistachio cream in the candies, in addition to milk chocolate and angel hair.
The two entrepreneurs have their chocolate produced by a contract manufacturer in Europe. They keep who he is to themselves. They invented it a few years ago after studying the idea of making a Christmas figure made of chocolate. As they also report, they had samples of different sizes made according to different recipes until they arrived at the current product. Success proves them right. They sell their Dubai chocolate throughout Germany, as well as in Austria, Romania and Spain. “Not bad,” says Haßler confidently.
The production volume should be doubled
In fact, the two women got off to a flying start. The product has only been on the market for three weeks. It all started with a Facebook post on October 8th. The first 200 panels were gone by the second day. Now 5,000 panels are produced every day. But this is not enough front and rear. “We need to get to 10,000,” says Limbeck. It will happen next week. Because the question dictates the pace. Almost no customer buys, regardless of price, just one bar. A buyer ordered 60 bars online in one go. Doing a quick calculation we are talking about just under 960 euros.
But how did female entrepreneurs invent this product? They say the impetus came from customers’ questions about Dubai chocolate. Given the sensation that the dessert was causing all over the world, after a brief reflection they decided to bring their own variant to the market. In the meantime they are working on other recipes, as Haßler says, without wanting to reveal the flavours. He’s not afraid that the hype might die down soon. Your chocolate is not a cheap, interchangeable product.
1b1c=”” data-v-755f0215=””>The two women had already been successful with their shop and its associated online store. When they first tried to trade in early summer 2019, this was not at all predictable. At that time they showed up at a flea market in a community in the Giessen district with three boxes full of sweets and American drinks. Limbeck was initially skeptical about whether her business partner’s idea would work, but she doesn’t hide it. “We posted it on Facebook and about 400 people came,” says Haßler. Shortly afterwards they opened their shop and gradually expanded their range. Goods now arrive in containers across the Atlantic by ship.
While Limbeck and Haßler tell their story, the customers shake hands with each other. Not everyone buys Dubai chocolate, but most do. Less than fifteen minutes after purchasing her two panels, a woman returned to the store. “It tastes so good,” she says. He grabs it again. “But only one bar, because of the calories,” says the woman with pageboy hair and glasses. “There are no calories here,” replies Haßler with a smile.
In the market, Limbeck and Haßler realized there was an opportunity to create their own version. Their chocolate isn’t just a mere imitation; it’s a unique blend that emphasizes quality ingredients, including the sought-after pistachios and the ethereal “angel hair” that gives it a distinct texture.
As they ventured into production, they focused on crafting a product that met consumer desires for premium chocolate experiences. The vibrant packaging and competitive pricing are also designed to attract customers who may have become accustomed to the lower-quality alternatives found in the mass market.
The duo has made significant strides in a short amount of time, demonstrating the potential for small businesses to thrive in a niche market. They are actively listening to customer feedback, which has allowed them to refine their product and marketing strategies swiftly. The initial success of their Dubai chocolate illustrates not just a response to a viral trend but also a keen understanding of the confectionery landscape.
With plans to double their production in response to surging demand, Limbeck and Haßler are positioning themselves to become a key player in the specialty chocolate market across Europe. Their experience highlights how small businesses can capitalize on social media hype and consumer trends while maintaining a commitment to quality and innovation.