TikTok has once again shown its power — this time, by turning a fancy pistachio-filled chocolate bar into an international craze. The chocolate, which took off in late 2023 after going viral on the app, has not only become a social media hit but is now influencing global agriculture markets, especially in the US and Iran.
The buzz started with a short TikTok video showing off a creamy green pistachio-filled chocolate bar, often called “Dubai chocolate.” That single video alone racked up more than 120 million views, and plenty of follow-up clips only added fuel to the fire.
What happened next? A worldwide run on pistachio kernels — the key ingredient in the chocolate. Prices shot up from $7.65 to $10.30 per pound, according to nut trader Giles Hacking, thanks to the sudden demand.
And there’s more to the story. The U.S., the world’s top pistachio exporter, had a smaller harvest last year. While the nuts were high quality, they were mostly sold still in their shells — meaning fewer kernels were available for treats like chocolate bars. Meanwhile, Iran increased pistachio exports to the UAE by 40% in just six months to keep up with rising demand.
So, what’s this magic chocolate bar that started it all? It’s made by a luxury UAE brand called Fix, and it features milk chocolate, crispy kataifi pastry, and a rich pistachio cream. With a clever name — “Can’t Get Knafeh of It” — it’s a nod to the beloved Arab dessert, knafeh.
Seeing the trend explode, other big names like Läderach and Lindt quickly jumped in with their own pistachio chocolates. But even they are struggling to keep up.
According to Charles Jandreau from the Prestat Group (a luxury British chocolate maker), “It feels like it came out of nowhere. Suddenly you see it in every corner shop.” In fact, some stores have started limiting the number of bars people can buy because of the crazy demand.
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Read moreSo, is it the magic of pistachios or just the irresistible charm of TikTok influencers? Either way, the internet has officially gone nuts — and so has the chocolate world.
