Every Turkish delight starts from the same base: sugar, starch and water, cooked slowly until the mixture sets into a soft, elastic gel. What happens next decides the type. It can be cut into cubes, filled with nuts, rolled into a spiral or wrapped in pastry. For a buyer, knowing the types makes it much easier to build an assortment that sells.
1. Classic cubes
The traditional form: bite-sized cubes dusted with powdered sugar or coconut. Typical flavours are rose, plain, lemon, orange, mint and mixed fruit. Classic cubes are the most affordable type and the one every customer recognises. They are the backbone of supermarket and grocery assortments.
2. Nut-filled and “double” lokum
Here the lokum is packed with whole hazelnuts or pistachios. Double (duble) lokum has a visibly higher nut content and comes in larger pieces. It is often finished with coconut and made in fruit or milk flavours. It sits between the classic cubes and the premium rolls in both price and perception.
See double pistachio delight →
3. Rolls (sarma)
Sarma means “wrapped”. A thin sheet of lokum is rolled around a filling of nuts, fruit paste or milk cream, then coated and sliced, which gives a spiral pattern. Rolls are very photogenic and are now the fastest-growing segment, especially in Gulf markets and online. The variety is huge: pomegranate, blackberry, raspberry, cashew, almond, mastic, coloured coatings and more.
4. Pistachio rolls and fingers
The premium end of the market. Rolls or long fingers (fitil) are coated all over in bright green pistachio. The pistachio is either finely chopped or slivered. Fillings range from milk cream and pomegranate to honey and chocolate. Pistachio products carry the highest price per kilo, and in confectionery stores they usually have the best sell-through.
See pistachio rolls & fingers →
5. Kadayif lokum
Lokum wrapped in kadayif, the fine shredded pastry used in künefe. The pastry adds a delicate crunch and a golden colour. Interest in kadayif has grown with the success of “Dubai-style” pistachio chocolate.
6. Modern and dessert flavours
Newer recipes borrow from other desserts: baklava-style layers, brownie, Turkish coffee, tahini with grape molasses, cookies and cream, chocolate with peanuts. They attract younger customers and work well for online shops and social media.
See chocolate & dessert flavours →
How to build an assortment
| Channel | Suggested mix |
|---|---|
| Supermarket / grocery chain | Mainly classic cubes and fruit & hazelnut in retail boxes, plus a small number of double pistachio lines. |
| Confectionery / sweet shop (loose weight) | Pistachio rolls and fingers, double pistachio, a colourful selection of rolls, and mixed nut cuts for the display. |
| Gift and hamper companies | Premium pistachio and mixed nut varieties in assortment boxes. Seasonal editions for Ramadan, Eid and Christmas. |
| Online shops | Visually striking rolls and dessert flavours in sealed boxes with a clear best-before date. |
Most importers start with 10–20 varieties across three or four types. They then refine the range after the first season using their sales data. We are happy to suggest a starting assortment for your market. Send us a short brief.