Dubai’s Delice chocolate brand launches in Harrods

Delice joins one of only five chocolate brands sold in upmarket UK retailer, Harrods.

Dubai chocolate maker Delice has started selling its products in London department store Harrods’ chocolate room, and plans launches in three more markets this year.

The chocolate brand joins only five others available in Harrods, its sole point-of-sale in the UK. It also sells its products through luxury hotels in Bahrain and Armenia.

Delice’s range of confectionery is inspired by Tunisian sweets, and makes use of a blend of Mediterranean and Middle Eastern flavours, using fresh fruit and nuts as well as mint tea and roses. It also offers a range of sugar-free products.

As befits a chocolate maker from Dubai, Delice offers lavish packaging options, including 24-carat gold-plated boxes, and a range of boxes crafted from wood and Swarovski crystals.

Year of growth

Our determination and persistence has been recognised by this exclusive brand; Harrods London. All these years we have been gearing towards this milestone and today we sit amongst world-class confectionery brands, a clear indication of Delice commitment to quality and consistency,” said Jalel Ghayaza, founder and president of Delice.

“[This year] has been an incredible journey for Delice, we have witnessed growth in our franchising plans; we have recently opened in Ritz Carlton, Bahrain. Three months ago, we launched in Armenia and we are now preparing for launches in Azerbaijan, Cote d’Ivoire and Saudi Arabia expected later this year. Production for all these markets will continue to be in Dubai to ensure consistency is maintained and monitored,” he added.

Founded in 2004 with an initial investment of US$27,000, Delice now has an annual turnover of US$4.1m. Ghayaza says the company is set to double in size within the next year, and plans to expand its reach to markets including New York, Los Angeles and cities in India.

Eid boost

As with other chocolate makers in the region, Delice has seen an upsurge of sales around Ramadan and Eid al-Fitr. The firm said it released a dedicated line of products for the holiday this year.

Our customers are the most discerning connoisseurs and our aim is to continuously cater to their needs when in comes to chocolate purchase. Whether for gifting or otherwise, Delice Eid Collection has a range of pack sizes and offers corporate solutions designed with branding options,” said Ghayaza.

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