Social media’s growing influence has now extended beyond trends and into the global agricultural economy. A viral chocolate sensation known as “Dubai chocolate” has not only captivated taste buds around the world but also contributed to a significant global pistachio shortage.
The chocolate in question was originally launched in 2021 by boutique Emirati chocolatier FIX under the playful name "Can’t Get Knafeh of It", inspired by the traditional Middle Eastern dessert knafeh.
While it initially garnered local appreciation, the product exploded into international fame only after a viral TikTok video posted in December 2023 gained over 120 million views. That single video sparked a massive, global craving for the pistachio-laden treat.
Social Media Trend Drives Pistachio Prices Sky High
The unexpected popularity of the chocolate has had a ripple effect on the pistachio market. As pistachios are the core ingredient in the viral treat, their demand has skyrocketed. According to nut trader Giles Hacking from CG Hacking, the price of pistachio kernels has surged from $7.65 per pound in 2024 to around $10.30 per pound in 2025, as reported by the Financial Times.
What makes this trend even more impactful is that the original FIX chocolate remains a limited-edition product, sold only in small batches to local customers in Dubai. Despite that, the TikTok phenomenon has led to a surge of imitation versions across international markets, many of which use the Dubai chocolate’s viral identity to lure customers.
FIX Speaks Out: Inspiration or Imitation?
While FIX has welcomed the global enthusiasm, the chocolatier has expressed concerns about brand exploitation. In a statement, the company said it was “incredible” to see their creation inspire a movement in chocolate, but added that many imitators may be misleading consumers under the guise of authenticity.
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Pistachio Supply Under Pressure
The shortage has been further intensified by a reduced pistachio harvest in the United States, the world’s largest pistachio exporter. Compounding the issue, Iran, the second-largest producer, has reported a 40% increase in exports in the six months leading up to March 2025, compared to the entire previous year—suggesting that demand is outpacing supply on a global scale.
Chocolate Makers Struggle to Keep Up
The impact of this pistachio shortage has reached some of the biggest names in the chocolate industry. Swiss chocolatiers Läderach and Lindt have both introduced pistachio-infused offerings to capitalize on the trend, only to face challenges in sourcing enough ingredients to meet the booming demand.
As a result, some retail outlets have begun rationing pistachio chocolate bars, limiting the number of units each customer can buy until the pistachio supply chain stabilizes.
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