Viral Dubai chocolate leads to global pistachio shortage

The world-famous chocolate bar “Can’t Get Knafeh of It,” known for its rich pistachio and knafeh-infused filling, was first introduced in 2021 by Dubai’s renowned chocolatier, Fix. Since then, the delicacy has gone viral across the globe, so much so that its immense popularity is now being blamed for a growing global shortage of pistachios.

The craze surged in December 2023 when a TikTok review of the chocolate bar garnered over 120 million views, turning the treat into a global obsession.

At the heart of this viral sensation is its decadent pistachio filling blended with the Middle Eastern dessert knafeh, which has captivated consumers worldwide. 

As the demand skyrocketed, international tourists flocking to Dubai sought out the original version, while imitations quickly appeared in markets around the world to meet soaring consumer interest.

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The ripple effects of the chocolate's popularity are now being felt in the global agricultural sector, especially in the pistachio market, which is facing growing scarcity due to the overwhelming demand.

The United States and Iran, the two largest exporters of pistachio kernels, are struggling to maintain supply amid the surge. According to Giles Hacking of nut trading company CG Hacking, the price of pistachio kernels has jumped from $7.65 to $10.30 per pound.

In the UAE, where the chocolate originated, the import of Iranian pistachios rose by 40% over the past year.

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 Meanwhile, local pistachio crops in the US were already limited, with most sold in-shell, which compounded the shortage driven by the viral chocolate bar.

As the trend continues, luxury chocolate brands and local businesses alike have incorporated pistachio-infused treats into their product lines, ranging from chocolates and cookies to cakes and other desserts. 

Some have even begun using pistachio paste as a core ingredient to replicate the beloved flavor.