Dubai Chocolate Goes Viral—and May Be Eating the World’s Pistachios
A TikTok Sensation Triggers a Global Nut Crisis
A decadent chocolate bar from Dubai, stuffed with pistachio cream and crispy kataifi dough, has taken the world by storm, thanks to TikTok and Costco. Known as “Can’t Get Knafeh of It,” this $10 treat from Fix Dessert Chocolatier, inspired by the Middle Eastern dessert knafeh, has become a global obsession. But its meteoric rise is causing an unexpected casualty: the world’s pistachio supply. With prices soaring 35% in a year, California’s harvest down 20%, and Iran’s exports to the UAE spiking 40%, experts warn the pistachio market is “tapped out.”
The craze began in December 2023 when TikTok influencer Maria Vehera (@mariavehera257) posted a video sampling the bar, racking up over 120 million views. The clip, showcasing the bar’s gooey green filling and satisfying crunch, sparked a frenzy. Foodies worldwide flocked to recreate or buy the treat, with Costco introducing it in the U.S. and brands like Lindt and Läderach launching their own versions. Even Ghirardelli jumped in, offering a limited-time Dubai chocolate sundae at select locations.
This viral sensation has strained an already fragile pistachio market. The U.S., the world’s leading pistachio exporter, saw a 20% drop in California’s supply in the 12 months to February 2025, following a disappointing 2024 harvest. While the crop was of higher quality, most nuts were sold whole, leaving fewer shelled kernels for confectionery use. Meanwhile, Iran, the second-largest producer, exported 40% more pistachios to the UAE from September 2024 to March 2025 than in the prior year, driven by Dubai chocolate demand.
“The pistachio world is basically tapped out,” says Giles Hacking of CG Hacking, a London-based nut trader. Prices have surged from $7.65 to $10.30 per pound in just one year—a 35% jump. Retailers are rationing bars, with some, like Waitrose in the UK, limiting purchases to two per customer.
The bar’s allure lies in its unique blend of milk chocolate, pistachio cream, tahini, and kataifi—a shredded phyllo pastry that adds crunch. Created in 2021 by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani, the bar was inspired by Hamouda’s pregnancy cravings. Its name, a playful nod to knafeh, reflects its Middle Eastern roots. But its exclusivity—sold only in the UAE by Fix—has fueled both demand and scams, with fake websites mimicking the brand to exploit eager consumers.
The shortage has broader implications. Cocoa prices, already at record highs due to weather and disease, compound the issue, pushing chocolatiers to compete for scarce ingredients. Some U.S. farmers are switching from almonds to pistachios, but new trees won’t yield until September 2025.
Social media’s power to reshape markets is undeniable. From matcha shortages to cucumber crazes, TikTok trends increasingly disrupt supply chains. Dubai chocolate’s rise highlights how a single viral post can ripple across global economies, leaving producers and consumers scrambling.
For now, pistachio lovers face higher prices and limited supply. Chocolatiers are innovating, with some turning to homemade pistachio paste or alternative nuts, but the “Can’t Get Knafeh of It” bar remains unmatched. As the craze continues, the question looms: can the pistachio market recover, or will this viral treat keep crunching through the world’s supply?
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