A viral TikTok trend is disrupting global nut markets, with soaring demand for a pistachio-filled chocolate bar—nicknamed “Dubai chocolate”—leading to a worldwide pistachio shortage.
The trending treat, created by luxury Emirati chocolatier Fix and officially named “Can’t Get Knafeh of It,” features milk chocolate, shredded kataifi pastry, and creamy pistachio filling. Since going viral on TikTok late last year—amassing over 120 million views—the chocolate has sparked global fascination and numerous copycat versions.
As a result, pistachio prices have surged from ₹640 to ₹865 per pound (approx. $7.65 to $10.30) in the past year, according to nut trader Giles Hacking. The price spike is worsened by a smaller pistachio harvest in the U.S., the top global exporter, and a sharp rise in demand from the UAE, where Iranian pistachio exports have climbed by 40% in six months.
Major chocolate makers like Läderach and Lindt have tried to launch their own pistachio bars but are struggling to keep up with demand. “It came out of nowhere,” said Charles Jandreau of the Prestat Group, noting its rapid appearance across retail shelves.
Some stores have started limiting purchases per customer, highlighting how powerful social media trends have become—not only influencing buying behavior but also affecting global agricultural supply chains.
