A sweet sensation that took off on TikTok has now caused ripples across global trade. The sudden popularity of a pistachio-filled treat known as “Dubai chocolate” has triggered an unexpected global pistachio shortage, highlighting how viral social media trends can directly impact agricultural markets.
Initially launched in 2021 by luxury Emirati chocolate brand FIX, the product—cheekily named “Can’t Get Knafeh of It” after the classic Arab dessert—remained a local delicacy. But in December 2023, a TikTok video featuring the treat went viral, racking up over 120 million views and igniting a worldwide craving for pistachio-laced chocolate.
Since then, pistachio demand has exploded, pushing prices up sharply. According to Giles Hacking from CG Hacking, the cost of pistachio kernels surged from $7.65 to $10.30 per pound within a year. The skyrocketing demand, paired with a reduced pistachio harvest in the U.S., the largest global exporter, has made the situation worse. Although Iran, the second-largest producer, increased its exports by 40% in the past six months, it hasn’t been enough to stabilize supply.
FIX expressed both excitement and concern—thrilled to have sparked a global trend, but wary of counterfeit products capitalizing on their brand.
Major chocolate makers like Laderach and Lindt tried to jump on the trend, but even they are struggling to keep up. Some retailers are now limiting customer purchases until the pistachio supply chain recovers.
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