The Dubai Chocolate Bar That Started It All
The Dubai chocolate bar became a social media sensation after an ASMR-triggering TikTok video featuring the confection went viral in December 2023. In the viral video posted in late 2023, a content creator munches on the bar in her car, crunching away as the sticky pistachio filling oozes out of the chocolate. The video has been viewed millions of times.
The chocolate bar itself was nothing new. It was first produced and distributed in 2022 by the Dubai-based FIX Dessert Chocolatier (and marketed as the “Can’t Get Knafeh of It” candy bar). By late 2023, the handcrafted chocolate bar from Fix Dessert Chocolatier had already built a loyal following in Dubai. But it wasn’t until a content creator posted a 15-second TikTok video that everything changed.
What made this particular video so compelling was its sensory appeal. The sound of the snap, the close-up of the glossy pistachio filling, and the slow stretch of creamy green layers caught viewers by surprise. It was part ASMR, part indulgence, and completely captivating.
The Social Media Explosion Behind the Trend
According to Tastewise, social conversations around Dubai chocolate exploded by 1,259% year-over-year. This wasn’t just a food trend, it was a cultural phenomenon that transcended borders and demographics. Tastewise tracks 15,264 social mentions and 8,749 unique posters engaging with the trend.
Today, there are millions of TikTok views on posts about Dubai chocolate. The appeal wasn’t just about taste either. The satisfying crunch sound when bitten creates ASMR-like audio content that performs well on TikTok. The dramatic visual contrast between the dark chocolate exterior and bright green filling provides the color contrast that drives engagement on visually-focused platforms.
Beyond the visual spectacle, the trend tapped into deeper psychological needs. People turn to Dubai chocolate for emotional needs, comfort, nostalgia, even celebration. Think pregnancy cravings, gifting, and self-care.
Major Brands Racing to Cash In
Starbucks is bringing back its Pistachio beverages for a limited time during this winter season – including the Pistachio Latte and Pistachio Cream Cold Brew. Following success in the US, Starbucks is launching a brand-new range of pistachio–flavoured beverages in the UK for the first time ever, with a velvety twist! Introducing the Pistachio Velvet Latte and Iced Pistachio Latte.
Following the viral trend, numerous major food and beverage brands, such as Starbucks and Häagen-Dazs, have introduced or reintroduced pistachio-flavored products, signaling its mainstream popularity. Häagen-Dazs reintroduced its pistachio ice cream with an enhanced recipe and expects further growth in sales. Chocolatiers like Lindt & Sprüngli and Cacao and Cardamom have launched their own versions of the Dubai chocolate bar.
The response has been remarkable across the board. Canadian brand Purdy’s Chocolatier noted “the strong consumer demand for Dubai-inspired treats” when it launched its “pistachio crunch” chocolates last month. Rocky Mountain Chocolate and Nova Scotia-based Peace By Chocolate also sell their own versions. So do many smaller shops, like Ottawa’s Pistachio Choco and Toronto’s Turkish Mart.
The Global Pistachio Shortage Crisis
The viral success came with unexpected consequences. The Dubai chocolate trend caused a sharp increase in demand for pistachios, leading to a worldwide shortage. In Turkey (Türkiye), one of the world’s major pistachio producers, the wholesale market price for pistachios nearly doubled in 2024.
Compounding the crisis, the United States – the world’s largest pistachio exporter – experienced a below-average harvest in 2024. Although the crop was high in quality, much of it was sold as whole nuts still in their shells, reducing the availability of de-shelled kernels needed for confectionery production.
The viral trend has caused pistachio supplies in the U.S. to fall 20% from February 2024 to February 2025, while Iran exported 40% more pistachios to the UAE from September 2024 to March 2025 than in the entire previous year due to unprecedented global demand. Small-batch artisans and bakers have been hit especially hard. Pistachio paste, oil, and butter – used in everything from gelato to baklava – have become more expensive and increasingly difficult to source. Some producers have reported weeks-long delays. While others have scaled back their pistachio-based offerings entirely.
Market Research Shows Explosive Growth
The Pistachio Flavour Market was valued at USD 324.5 million in 2024 and is expected to reach USD 752.3 million by 2032, growing at a CAGR of 10.6% from 2025 to 2032. This growth represents more than just a passing fad; it indicates a fundamental shift in consumer preferences.
According to Kerry Group’s 2025 Taste Charts, pistachio product launches saw 8% growth worldwide over the last three years, citing data from Innova Market Insights. Google Trends data shows that searches for “pistachio” have doubled in the past year, and Pinterest reports a 240% surge in interest for pistachio butter.
Industry analysts are taking notice. The market’s expansion is driven by increasing consumer preference for natural and organic flavors, rising demand for pistachio-based confectionery and beverages, and innovations in food processing industries.
The Psychology Behind Pistachio’s Appeal
Pistachio’s subtle and nostalgic flavor can create a sense of quiet indulgence, especially in creamier formats like ice cream or lattes. Conversations about pistachio flavor and tranquility increased by 12%. This connection to relaxation and wellness makes perfect sense in our high-stress world.
Unlike super sugary trends, pistachio is naturally associated with protein, fiber, healthy fats, and antioxidants. As a nut, pistachios carry a perceived “healthy” halo, aligning with wellness trends, even in indulgent forms. This dual appeal of indulgence and health consciousness is driving sustained interest.
The flavor has become a visual favorite – thanks to its signature green hue and luxurious texture. On Instagram and Pinterest, pistachio-forward foods are aesthetic gold. Whether it’s a pastel green latte or pistachio-crusted salmon, these posts are racking up shares and saves by the thousands.
The Restaurant and Café Revolution
Cafes (from independents to giants like Starbucks) are introducing more pistachio bakes, pistachio lattes and pistachio hot chocolates, speciality brands are incorporating the jewel-coloured nut into their cakes, biscuits and chocolates, and restaurants are featuring pistachio more prevalently on their menus, within both savoury dishes and desserts.
There’s a real shift towards brands isolating single ingredients and turning them into their whole USP,” says Good Food Studio founder Amir Mousavi, who says pistachio is a prime example, adding that he’s seeing it really taking off especially on London’s bakery scene. “Gail’s, Pophams and other artisanal spots are rolling out pistachio croissants, financiers, and tiramisus, leaning into that premium ‘affordable luxury’ appeal.
The ripple effect extends beyond traditional desserts. Search “pistachio” on TikTok, and you’ll find thousands of recipe videos featuring pistachio croissants, ice cream, whipped spreads, and even protein-packed cottage cheese dips. This versatility is one of the key factors driving sustained popularity.
Industry Experts Predict Longevity
While some experts warn about the fleeting nature of viral trends, others see pistachio as having staying power. It’s a great example of a flavor trend that we’re going to chew up and spit out as an industry very quickly, says Mike Kostyo from Menu Matters, though he acknowledges the current momentum is undeniable.
I don’t call this a ‘trend’ anymore – it’s a whole new thing, said Din Allall from The Nuts Factory. Amir says pistachio is on an upward perpetual cycle. “We’ve seen this before with other food trends, though not all stick around for the long term.
The sustainability angle also works in pistachio’s favor. Unlike almond trees that guzzle water, pistachio trees are hardier and more drought-resistant. With climate concerns rising, the food industry is leaning toward sustainable ingredients that consumers can feel good about. Sustainability + trendiness = long shelf life for pistachio’s popularity.
The Ice Cream Industry Embraces Green Gold
The pistachio trend has also filtered into the frozen food world, with greater interest from consumers, says Catherine McNeil, director of operations at the Ice Cream Alliance. “It’s become a well-established and much-loved flavour in the ice cream and frozen dessert industry, ranking as the fourth most popular ice cream flavour in the UK. Its rich, nutty taste and premium appeal have made it a favourite among consumers seeking something indulgent yet sophisticated.
This ranking is particularly impressive considering the traditional dominance of vanilla, chocolate, and strawberry flavors. As demand continues to rise, more ice cream brands and dessert manufacturers are incorporating pistachio into their ranges to meet consumer preferences. The success in ice cream demonstrates pistachio’s appeal across temperature preferences and texture variations.
Economic Impact Reaches Twenty-Two Million Dollars
The financial impact of the pistachio trend has been staggering. Dubai Duty Free has reportedly seen significant increases in confectionery sales, with the viral Dubai chocolate contributing substantially to revenue growth.
I’ve never seen a single item sell like this in my 50 years of retailing, Stew Leonard Jr., CEO of Stew Leonard’s grocery stores in the U.S., recently told the Associated Press. This sentiment is echoed across retail channels worldwide as businesses scramble to meet unprecedented demand.
Sales for the brand have more than doubled in the past year for companies like Táche, which produces pistachio-based plant milks and lattes. The success stories are multiplying across various segments of the food industry.
Beauty Brands Jump on the Pistachio Wave
This isn’t just a food trend anymore. Beauty brands are cashing in too: It’s a multisensory takeover – pistachio is not just what we eat, it’s how we want to feel. The expansion into beauty products shows how deeply the pistachio aesthetic has penetrated consumer consciousness.
The soft green color has become synonymous with wellness, tranquility, and premium quality. Beauty brands are incorporating pistachio-inspired shades into everything from nail polish to skincare packaging, capitalizing on the positive associations consumers now have with the color and concept.
Global Reach Spans Every Continent
Video responses have come from people spanning from Canada to Argentina to Romania, demonstrating the trend’s truly international scope. Since then, people from all over the world have shared their own reactions or tried to replicate the recipe at home, with the “Dubai chocolate fever” spreading beyond the UAE to the US, Europe, and Asian countries like South Korea and Singapore.
According to senior research analyst Monique Naval from Euromonitor International, this is the first time in recent years that a product from the Middle East has gained such global attention. While the Middle East has other unique chocolate offerings, such as chocolate-covered dates and camel chocolate, these have mostly been bought as souvenirs and their popularity have been rising organically over the years.
The global nature of this trend demonstrates the power of social media to transcend cultural and geographic boundaries. What started in Dubai has become a universal craving, adapted to local tastes and ingredients in different regions.
