Lidl is to sell its own version of Dubai-Style Chocolate bars via TikTok Shop, following the success of its first product launch on the platform.

A limited offer of 6,000 pistachio-filled chocolate bars will go live on the discounter’s TikTok Shop from 9am on 20 March, The Grocer reported.

Lidl’s 122g bars will be priced at £3.99 plus a £1 postage fee, which the supermarket has claimed is an affordable option. In comparison,  single bars of comparable chocolate, which have achieved ‘viral’ popularity via social media, are listed for sale on TikTok Shop by other sellers for up to £15 each.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The products will only be available via TikTok and are not yet available in Lidl’s stores.

Lidl first began selling through TikTok Shop in February, in a move which it said would make it the “first supermarket meeting our customers directly on the platform”.

This saw the discounter listing 3,000 high-protein product bundles, said to be worth £30. at £5 each. The range sold out within 18 minutes, setting a new benchmark for UK supermarkets.

While selling via the social media platform is still new to the UK supermarket sector, many leading grocers have been looking to engage with shoppers via videos and viral trends for some time.

Broadcaster and consumer expert The Customer Whisperer, AKA Kate Hardcastle MBE, previously told Grocery Gazette that there is “no question” that TikTok should be a marketing focus for supermarkets.

“The platform has an undeniable influence, especially when it comes to shaping food culture and trends,” she explained, adding that supermarkets that aren’t leveraging TikTok are “missing out on a massive opportunity to connect with an audience that’s highly engaged and ready to act”.