TikTok-fuelled craze for ‘Dubai chocolate’ sparks global pistachio shortage

First highlighted in a TikTok video late last year, the bar’s popularity exploded, with over 120 million views and countless imitations online.

The sweet in question, crafted by high-end Emirati chocolatier Fix and officially named Can’t Get Knafeh of It, features milk chocolate, kataifi pastry, and a rich pistachio cream. (File Photo/Freepik)

A viral confectionery trend on TikTok is sending ripples through international nut markets, as demand for a pistachio-filled chocolate bar — popularly dubbed “Dubai chocolate” — causes a worldwide shortage of kernels.

The sweet in question, crafted by high-end Emirati chocolatier Fix and officially named Can’t Get Knafeh of It, consist of milk chocolate, kataifi pastry, and a rich pistachio cream. First highlighted in a TikTok video late last year, the bar’s popularity exploded, with over 120 million views and countless imitations online.

As a result, pistachio prices have jumped significantly — from ₹640 to ₹865 per pound (from $7.65 to $10.30) over the past year — according to nut trader Giles Hacking, speaking to the Financial Times. The surge has been compounded by a smaller-than-usual harvest in the US, the world’s top exporter, and increased demand in the UAE, where Iranian pistachio exports rose by 40 per cent in just six months.

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The situation has left global chocolate makers scrambling. Swiss brand Läderach and even industry giant Lindt have both introduced pistachio-filled offerings, only to find themselves unable to meet soaring demand. “It feels like it came out of nowhere,” said Charles Jandreau, general manager of the Prestat Group. “Suddenly you see it in every corner shop.”

Some retailers have begun rationing the number of bars customers can buy — a clear indication of how social media trends can now influence not just consumer choices, but agricultural supply chains.

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