A viral dessert sensation is doing more than satisfying sweet tooths — it’s reshaping global pistachio supply chains. Dubai chocolate, a rich milk chocolate bar filled with creamy pistachio and crunchy kataifi (a shredded pastry similar to phyllo), has become TikTok’s latest obsession, and its explosive popularity is now being blamed for a worldwide pistachio shortage.
The viral treat, originally created by Fix Dessert Chocolatier founder Sarah Hamouda, started as a side hustle inspired by her pregnancy cravings in 2021. But its real breakout moment came in December 2023 when a single ASMR-style TikTok video showcasing the chocolate’s gooey green filling racked up over 60 million views. Since then, Dubai chocolate has gone from a niche Middle Eastern delight to an international craze — appearing in everything from ice cream sundaes to being scooped straight from jars like peanut butter.
As demand for the treat has skyrocketed, so has the need for its key ingredient: pistachios.
Pistachio kernels — mainly sourced from Iran and the United States — are now in short supply. According to the Financial Times, pistachio prices have soared in the past year from $7.65 to $10.30 per pound. Nut trader Giles Hacking noted that Iranian exporters have shipped 40% more pistachios to the UAE in just the last six months than they did in the entire previous year.
Stateside, the pressure is just as intense. U.S. pistachio stocks dropped 20% between February 2024 and February 2025, as reported by the Administrative Committee for Pistachios. Industry insiders warn that supply is thinning rapidly. Farm Progress, an agriculture industry outlet, reported earlier this month that pistachio processors in the U.S. are now “probably at 90% sold.”
The frenzy surrounding Dubai chocolate hasn’t just spurred sales of the original product — it’s inspired a wave of imitations and spinoffs. Though Fix Dessert Chocolatier bars aren’t yet officially available in the U.S., American dessert lovers haven’t been deterred. Chocolate brands, local bakeries, and independent confectioners have rushed to replicate the viral formula, while upscale ice cream shops have started offering pistachio-knafeh sundaes in response to demand.
Even major players are taking notes. Swiss chocolate giant Lindt recently acknowledged the unexpected consumer interest in pistachio-centered treats. In a recent interview, the company’s CEO admitted they were “surprised by the demand” and are evaluating ways to keep up.
In some U.S. towns, Dubai chocolate has become such a hot commodity that shop windows now post handwritten signs announcing the next restock — a sight more common for limited-edition sneakers than candy bars.
But while consumers continue to chase the pistachio-packed delicacy, growers and suppliers are scrambling to keep up. The increased demand has placed enormous pressure on global pistachio producers, especially as climate conditions and farming limitations have already made consistent yields difficult to maintain.
Still, Sarah Hamouda’s creation shows no signs of slowing down. What began as a homemade chocolate bar born out of cravings has evolved into a food trend reshaping the dessert landscape — and agricultural exports. The Dubai chocolate trend is a case study in the sheer power of social media, where one viral post can upend supply chains and spark an international run on a single ingredient.
For now, pistachio lovers may need to brace for higher prices or slim pickings — all thanks to a candy bar that turned TikTok green with envy.