Dubai chocolate trend disrupts pistachio supply chains worldwide
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A viral chocolate bar originating in Dubai has triggered a global shortage of pistachio nuts, causing prices to surge and putting pressure on confectionery supply chains worldwide.
The product, Can't Get Knafeh Of It, was created by FIX Dessert Chocolatier, a UAE-based brand founded by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani. Launched in 2021 and inspired by Hamouda's pregnancy cravings, the chocolate bar combines milk chocolate, kataifi pastry, and a pistachio cream filling, referencing the popular Middle Eastern dessert knafeh.
While initially a niche item, the bar became a global sensation after a TikTok video posted in December 2023 went viral, amassing over 120 million views.
The surge in international attention rapidly increased consumer demand for pistachio-filled chocolates.
Industry sources report that pistachio prices have risen from $7.65 to $10.30 per pound within a year.
Giles Hacking, a representative from UK-based nut trading firm CG Hacking, told the Financial Times that the price surge reflects not only heightened demand but also supply limitations.
Pistachio producers have already been dealing with setbacks.
A reduced harvest in the United States, the world's largest pistachio exporter, led to a shift toward selling in-shell whole nuts, further reducing the availability of shelled kernels used in chocolate production.
Iran, another major exporter, has responded by increasing pistachio exports to the UAE by 40% in the six months to March.
Retailers in several markets have begun rationing the sale of pistachio-based chocolate products as suppliers struggle to meet demand.
Industry players say the phenomenon has taken them by surprise. Charles Jandreau, general manager of Prestat Group — which owns several luxury British chocolate brands — noted that 'it feels like it came out of nowhere.'
Major chocolate manufacturers such as Lindt and Läderach have introduced their own versions of pistachio-based confections but are facing similar supply issues as they compete for limited raw materials.
The shortage underscores the increasing influence of social media on global consumer behaviour and commodity markets. What began as a local product in the UAE has quickly reshaped trends in the luxury chocolate industry and strained the global supply of a key ingredient.
FIX Dessert Chocolatier continues to sell the product exclusively within the UAE, but its international impact highlights how viral marketing can drive demand beyond the capacity of traditional supply chains.
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