The world of sweets and social media collided in a way that no one could have predicted. A TikTok video posted at the end of 2023 brought attention to a luxurious chocolate bar from Dubai, sending waves across the internet and triggering a domino effect in the global food industry.
The viral sensation surrounding the Dubai chocolate has not only made pistachios a sought-after ingredient but has also caused a significant shortage of this nut, with prices reaching unprecedented heights.
The Rise of Dubai Chocolate
Dubai is known for its opulence, innovation, and taste for the extravagant, but it wasn’t until the launch of a specific chocolate bar that the city made headlines in the global food scene.
Created by the boutique Emirati chocolatier FIX, the Dubai chocolate is a luxurious milk chocolate bar filled with a creamy pistachio paste and delicate kataifi, a shredded pastry that adds both texture and flavor. It’s the kind of treat that’s both indulgent and visually stunning—a chocolate lover’s dream come true.
Initially launched in 2021, the Dubai chocolate did not immediately create the kind of frenzy one might expect from a high-end product. However, in late 2023, a TikTok video changed everything. The video, which showed the bar being cut open to reveal its gooey pistachio center, quickly captured the attention of social media users.
With over 120 million views and thousands of reactions and follow-up videos, the trend exploded across TikTok. Everyone wanted to try it, share their experience, and make their own version.
The bar’s viral success didn’t stop at social media. Major chocolate brands like Lindt and Läderach jumped on the bandwagon, creating their own versions of the chocolate bar in an attempt to capitalize on the trend.
🍫✨ The Dubai chocolate sensation is taking over the world — and it’s not just your sweet tooth feeling the impact! This rich, dreamy blend of pistachio cream, milk chocolate, and crispy kataifi pastry has sparked a global pistachio craze! 💚🥜#Dubai #DubaiChocolate #newsflip pic.twitter.com/hdLwXL4vXb
— News Flip (@newsfliplive) April 21, 2025
Even Morrison’s supermarket in the UK joined the fray, launching a pistachio cream Easter egg. What started as a simple social media post soon turned into a global movement, with people around the world eager to indulge in the sweet treat.
The Pistachio Shortage: A Perfect Storm
While the Dubai chocolate brought a new level of indulgence to the world’s chocolate lovers, it also had unintended consequences. The pistachio, a key ingredient in the beloved treat, became the center of an unprecedented shortage, impacting chocolate manufacturers and food producers globally.
The pistachio industry had already been facing challenges due to a poor harvest in the US the previous year. The United States, which is one of the world’s largest pistachio producers, experienced a crop shortage, resulting in a decline in the availability of affordable, shell-free pistachios—an essential ingredient for products like Dubai chocolate.
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As the demand for pistachios surged, driven largely by the Dubai chocolate trend, the limited supply of quality pistachios made it increasingly difficult for chocolatiers to keep up with the new wave of interest in the sweet treat.
Giles Hacking, a representative from the nut trader CG Hacking, explained that pistachio prices had increased from $7.95 to $10.30 per pound within just one year. This was a direct result of the growing demand for the nut, with chocolatiers and manufacturers vying for every available kernel.
Even more alarming, the situation was exacerbated by the fact that pistachios are not a crop that can be quickly grown or replenished. With the world’s top suppliers, the United States and Iran, struggling to keep up with demand, the shortage was inevitable.
In fact, Iran, the world’s second-largest pistachio producer, began exporting 40% more pistachios to the UAE in the six months leading up to March 2024, further depleting global stock levels.
The pistachio shortage reached a tipping point when chocolatiers looking to cash in on the viral Dubai chocolate trend began to buy up every available batch of pistachio kernels, leaving little to no supply for other industries. As a result, the world found itself in a sticky situation, where prices for pistachios surged, and availability became limited.
From Chocolate Bars to Global Markets
The pistachio shortage brought about by the Dubai chocolate trend is a classic example of how social media and viral trends can disrupt global markets. It’s not just the chocolatiers who are feeling the pressure. The ripple effect has been felt across the food industry, impacting producers of all kinds of products that rely on pistachios.
From pistachio-flavored ice cream and desserts to snack bars and even health products, businesses that have long depended on pistachios as a key ingredient are struggling to meet demand.
For luxury chocolate brands, the surge in pistachio prices has meant that profit margins are shrinking, as the cost of one of the most critical ingredients for their products continues to climb. Some stores have even resorted to limiting how many Dubai chocolate bars a customer can purchase, further driving up the product’s exclusivity and perceived value.
What was once a luxury item is now a coveted commodity, and with prices spiraling, the dream of indulging in the Dubai chocolate bar may soon become an unattainable treat for many.
Moreover, for consumers who were hoping to get a taste of the viral sensation, the shortage means that prices for the bars themselves have increased. This has led to some consumers turning to DIY versions of the chocolate bar, creating their own iterations at home.
In fact, many TikTok videos have now shifted from simply enjoying the chocolate to showing how to make a similar treat at home. The internet has become a hub for both chocolate lovers and those looking to recreate the viral treat, with recipe videos and reviews flooding social media platforms.
The shortage also has more significant implications for global trade. As countries like the United States and Iran struggle to meet demand, there are concerns that the pistachio market could face long-term consequences.
Prices may remain inflated, and producers may need to find ways to adapt to the shifting demand. Additionally, the impact of the Dubai chocolate trend may encourage more countries to explore pistachio production as a new avenue for agricultural growth, potentially altering the global pistachio market in the years to come.
The Dubai chocolate TikTok trend has undeniably changed the global food landscape. What started as a luxury product from a boutique chocolatier became a social media sensation, sparking an international demand for pistachios.
While the trend has undoubtedly brought attention to Dubai’s food scene and its rich culinary heritage, it has also triggered a global pistachio shortage that has impacted food producers worldwide. The result has been skyrocketing prices, supply shortages, and a new understanding of how viral trends can shape the global market in unexpected ways.
As the viral Dubai chocolate continues to captivate the world, one can only wonder how the pistachio shortage will evolve in the coming months. For now, chocolate lovers will have to contend with higher prices and limited availability as they indulge in the sweet success of a viral sensation that went from TikTok to the global marketplace.