The meteoric rise of Dubai's Kunafa-inspired chocolate has become more than just a social media sensation. Originally launched by Emirati chocolatier FIX in 2021, this indulgent treat, filled with pistachio cream, has evolved into a global phenomenon, driven largely by a viral TikTok video in December 2023. However, the excitement around the chocolate has brought unintended consequences, notably a global pistachio shortage and a sharp increase in prices.
The Origins of the Viral Chocolate
The chocolate bar, named “Can’t Get Knafeh of It”, is inspired by the popular Middle Eastern dessert, Kunafa, and was initially a modest success. As per a Financial Times report, created by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani, the bar combined pistachio cream, crushed pretzels, and milk chocolate.
Despite its early success, it wasn’t until December 2023, when Dubai-based influencer Maria Vehera posted an ASMR video of herself enjoying the treat, that the product went viral, amassing over 120 million views. This surge in popularity prompted a global obsession with the bar, with many chocolatiers scrambling to replicate it.
The Global Rush for Pistachios
While FIX's original Kunafa chocolate is still only available in the UAE, the worldwide interest in similar products has sent demand for pistachios soaring. As per the Financial Times report, major chocolate brands, including Lindt, Maison Samadi, and Läderach, have launched their own versions, further fueling the trend. This has created immense pressure on the pistachio market, which was already facing challenges due to a disappointing harvest in 2023.
Pistachio prices have surged significantly, climbing from $7.65 per pound to around $10.30 in just one year. Giles Hacking, from the nut trading company CJ Hacking, remarked that "the pistachio world is basically tapped out at the moment." The scarcity is exacerbated by the United States, the largest pistachio exporter, having experienced a smaller-than-expected harvest, although the quality was better than usual. This has resulted in fewer shell-free pistachios, the variety commonly used in chocolate.
Impact of the Shortage on Global Markets
The pistachio shortage has had ripple effects across the globe. The United States' supply struggles have opened the door for Iran, the second-largest exporter of pistachios, to capitalize on the rising demand. Iran’s exports to the UAE increased by 40% in the six months leading up to March 2025, according to customs data.
The price hikes have not deterred consumers, however. Even with the chocolate bar’s steep price tag—such as Lindt’s version, which costs £10 for a 145g bar—demand remains high. In fact, some retailers have begun limiting the number of bars customers can purchase, a sign of the overwhelming demand for the viral treat.
Despite the frenzy surrounding its imitators, the original FIX chocolate bar remains an exclusive product. FIX only sells the chocolate within the UAE, and it is available for purchase for just two hours a day, adding to its allure. The brand has referred to this phenomenon as "a movement in chocolate," emphasizing the cultural impact the viral chocolate has had on the global dessert market.
The Origins of the Viral Chocolate
The chocolate bar, named “Can’t Get Knafeh of It”, is inspired by the popular Middle Eastern dessert, Kunafa, and was initially a modest success. As per a Financial Times report, created by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani, the bar combined pistachio cream, crushed pretzels, and milk chocolate.
Despite its early success, it wasn’t until December 2023, when Dubai-based influencer Maria Vehera posted an ASMR video of herself enjoying the treat, that the product went viral, amassing over 120 million views. This surge in popularity prompted a global obsession with the bar, with many chocolatiers scrambling to replicate it.
The Global Rush for Pistachios
While FIX's original Kunafa chocolate is still only available in the UAE, the worldwide interest in similar products has sent demand for pistachios soaring. As per the Financial Times report, major chocolate brands, including Lindt, Maison Samadi, and Läderach, have launched their own versions, further fueling the trend. This has created immense pressure on the pistachio market, which was already facing challenges due to a disappointing harvest in 2023.
Pistachio prices have surged significantly, climbing from $7.65 per pound to around $10.30 in just one year. Giles Hacking, from the nut trading company CJ Hacking, remarked that "the pistachio world is basically tapped out at the moment." The scarcity is exacerbated by the United States, the largest pistachio exporter, having experienced a smaller-than-expected harvest, although the quality was better than usual. This has resulted in fewer shell-free pistachios, the variety commonly used in chocolate.
Impact of the Shortage on Global Markets
The pistachio shortage has had ripple effects across the globe. The United States' supply struggles have opened the door for Iran, the second-largest exporter of pistachios, to capitalize on the rising demand. Iran’s exports to the UAE increased by 40% in the six months leading up to March 2025, according to customs data.
The price hikes have not deterred consumers, however. Even with the chocolate bar’s steep price tag—such as Lindt’s version, which costs £10 for a 145g bar—demand remains high. In fact, some retailers have begun limiting the number of bars customers can purchase, a sign of the overwhelming demand for the viral treat.
Despite the frenzy surrounding its imitators, the original FIX chocolate bar remains an exclusive product. FIX only sells the chocolate within the UAE, and it is available for purchase for just two hours a day, adding to its allure. The brand has referred to this phenomenon as "a movement in chocolate," emphasizing the cultural impact the viral chocolate has had on the global dessert market.
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