Dubai-born premium chocolate brand Le Damas and Avolta have launched Moroccan-inspired chocolate inspired by the Africa Cup of Nations 2025 (AFCON 2025).
Created exclusively for Avolta, the limited-edition chocolate draws creative inspiration from Kaab Ghazal, Morocco’s traditional almond pastry. The product is presented in premium packaging that blends Moroccan visual heritage with modern design cues.
The travel retail-exclusive chocolate was designed to target international travellers during the peak AFCON 2025 travel period (21 December 2025 to 18 January 2026).
At the heart of the concept is the phrase ‘Dima Maghrib’, meaning ‘Forever Morocco’. Once a national chant, the expression evolved into a unifying slogan across the Arab region following Morocco’s historic performance at the 2022 FIFA World Cup in Qatar, where the national team became the first Arab nation to reach the semi-finals. The achievement carried additional resonance as it unfolded during the first World Cup hosted in the Arab world.
According to the partners, their collaboration reflects a broader shift within travel retail towards locally inspired exclusives that deliver sense of place.
Commenting on the collaboration, Avolta Commercial Director Africa Alberto Diaz said: “This special edition inspired by Kaab Ghazal, one of Morocco’s most iconic pastries, reflects how Avolta works with brand partners to translate local culture into distinctive and unique travel retail propositions.
“Created exclusively for us, it gives travellers access to products they can’t find elsewhere, and alongside the ‘Dima Maghrib’ message, the product pays tribute to the country’s proud culinary heritage and the spirit of the Africa Cup of Nations. Le Damas has once again demonstrated its creative excellence in bringing this vision to life.”
Le Damas Co-Founder and CEO Saif Al Jaber commented, “I have a personal and long-standing relationship with Morocco – a country I visit every year and for which I hold deep respect for its people, culture and traditions.
“This chocolate is especially meaningful to me, not only as a celebration of Morocco, but as a reflection of the close and fruitful collaboration we share with the passionate Avolta team.
“I would particularly like to acknowledge Alberto Diaz, Avolta Commercial Director Africa, and Salma Tazi, Avolta Food & Confectionery Category Manager in Morocco, who originally brought this idea to life.” ✈
