Coles shoppers gobsmacked over 'eye-watering' price of popular item: 'Wow'

Daily Mail​

16-06-2025

Coles has jumped on board the pistachio-filled dessert trend - but the eye-watering price tag has raised eyebrows among shoppers.
The supermarket giant is now selling a fancy pistachio cake, perfect for every special occasion - but it will set you back $40. In comparison, a classic mud cake sold at Coles costs just $6.60.
The decadent double-layered vanilla cake is filled with pistachio cream cheese buttercream and topped with crushed nuts.
But there may be a simple explanation for the price - the delectable gourmet cake weighs 1.2kg, serves up to 18 people and is made with pistachios, a high-demand ingredient amid a global shortage driven by the viral Dubai chocolate trend.
In a 19-second video, Coles confirmed that 'the viral Pistachio Cake has landed'.
'It's so tasty and creamy... We have a delicious cake and it's hand decorated with more buttercream on top plus sprinkles of pistachio to add an extra crunch.
'And the rumours are true, it's absolutely delicious... Our pistachio dreams have come true.'
However, many shoppers took particular issue with the cake's $40 price tag.
'It's $40 though. I can go to a cake shop for that money,' one claimed.
'It may look tasty and creamy, but I cannot justify $40 for that cake,' added another.
'For $40 you would want it to be amazing,' chimed in a third.
'Too expensive,' another added.
While one shopper said she didn't know how much the cake cost until she got a rude shock at the checkout.
FEMAIL contacted Coles to determine the reaction they'd received from customers about the price of its pistachio cake, but is still awaiting comment.
The video has been viewed over 130,000 times - with many divided over the cake.
One shopper said they would be 'waiting for a yellow clearance ticket' – alluding to the cake being marked down in store closer to its expiry date.
However, other customers argued the cake was worth the splurge.
'I absolutely loved it,' one said.
'I bought it last week. Absolutely delicious,' another raved.
Sydney woman Rose described the cake as 'the best pistachio collab yet'.
She specifically pointed out the size was a 'massive 1.2kg pistachio cake' – suggesting that this warranted a more expensive price.
'The cake is super soft and moist and the buttercream is delicious,' Rose said in her video review.
'This is a must try if you love anything pistachio.'
Despite the price tag, many said they were keen to give it a go.
'I need to try this,' one said.
'Wow yum, I need to check it out,' another said.
Pistachio has long been the hero ingredient of baklava and Middle Eastern desserts and is currently the popular flavour of the moment.
The pistachio trend is believed to have originated from a viral Dubai chocolate bar, which became popular via social media.
It was made by Luxury Dubai chocolatier Fix Dessert Chocolatier, with their 'Can't Get Knafeh of It' treat featuring layers of crunchy kataifi pastry, pistachio cream and glossy milk chocolate.
The craze has since spawned several copycats, including one from Swiss chocolatier Lindt.
Lindt recently released their own version of the Dubai Style Chocolate, $20, which is exclusively available at Lindt Chocolate Shops across Australia.
Pistachio has also cropped up as the featured ingredient in other popular sweet treats, including Krispy Kreme donuts.
In February, they launched a limited edition Pistachio Overload Doughnut in collaboration with Pistachio Papi spread – and it was an instant sell-out.
Krispy Kreme Australia even quietly relaunched the popular flavour recently back in stores.
The growing taste for pistachio flavoured treats has even been deemed responsible for creating a global shortage of pistachios.
In April, reports emerged that the price of pistachios had skyrocketed due to supplies dwindling.
Speaking to the Financial Times, Giles Hacking of nut trader CG Hacking, said that the pistachio industry, had become 'tapped out' as a result of the growing demand kicked off by the viral Dubai chocolate bar.
Hacking added that chocolatiers were now making mass purchases of the kernels as they scrambled to produce their own version of the viral chocolate bar.