"it's just not stopping, it’s just going through the roof.”
Dubai Chocolate may be a viral sensation, however, it is being blamed for a global pistachio shortage, as demand surges beyond expectations.
Dubai Chocolate, originally made by Fix Dessert Chocolatier, is a luxurious treat filled with crispy knafeh, pistachio cream and tahini spread.
Though launched in 2021, it only gained international fame after food influencer Maria Vehera shared a video sampling the bar on TikTok.
The clip has now been viewed more than 120 million times.
Soon after, brands like Lindt, Nestlé and Lidl launched their own versions.
According to reports, Lindt’s copy sold out within 72 minutes on TikTok Shop.
Supermarkets around the world also saw crowds flocking to stock up, with some even limiting the number of bars customers could buy.
@mariavehera257 @fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! ? “Can’t Get Knafeh of it,” “Mind Your Own Busicoff,” and “Crazy Over Caramel.” Order on Instagram Chatfood or Deliveroo and let me know what’s your FIX? Instagram : fixdessertchocolatier #asmr #foodsounds #dubai #dubaidessert ? ???????????? ???? – mariavehera257
However, this unexpected frenzy for Dubai Chocolate has now caused a spike in demand for pistachios, sparking a global shortage.
Giles Hacking, of nut trading firm CG Hacking, said that the pistachio industry had become “tapped out” as chocolatiers made mass purchases.
Iran is the world’s second-largest pistachio producer and it exported 40% more pistachios to the UAE between September 2024 and March 2025 than it did over the entire previous year.
This surge coincides with a disappointing harvest in the US, the top global exporter, making supplies even tighter.
Meanwhile, Charles Jandreau, general manager for Prestat Group, owner of some of the UK’s most luxurious chocolate brands, said that “no one” had been “ready” for the spike in demand for procure kataifi, the shredded Middle Eastern pastry used in the cream.
Swiss chocolatier Läderach also struggled to keep up.
CEO Johannes Läderach said: “We’ve launched them a few months ago, and it’s just not stopping, it’s just going through the roof.”
But as knockoffs flood the market, the original creators of Dubai Chocolate have hit back.
British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani have criticised the brands trying to copy them.
Mr Alani said it was “very frustrating because people are trying knockoffs, which damages our brand”.
He said their bar was a luxury, handmade product, unlike the mass-produced, cheaper alternatives.
Mr Alani added: “It’s all handmade, every single design is done by hand.
“We use premium ingredients and the process is not like making other bars – you’ve got the baking, moulding the chocolate to the design and with the filling itself, even the pistachios are hand-picked and processed.”
As demand shows no sign of slowing, global pistachio supplies remain under pressure, with the industry scrambling to catch up.
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