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The phenomenon of going viral on social media can yield substantial sales, or in the case of the latest dessert trend, a significant international ingredient shortage.
Dubai chocolate bars have recently taken TikTok by storm, establishing their place in the food scene since the previous summer. This delectable confection is crafted from milk chocolate encasing a sumptuous filling of pistachios and knafeh, a crispy pastry made from shredded phyllo dough.
However, this food sensation has triggered consequences that extend beyond mere sales figures — it has sparked a global shortage of pistachios.
The innovative dessert was developed by Sarah Hamouda, the mind behind Fix Dessert Chocolatier. This brand started as a side project in 2021, inspired by Hamouda’s cravings during her pregnancy, as reported by CNN.
The immense popularity of this chocolate treat can be traced back to a viral ASMR TikTok video from December 2023, which has garnered over 60 million views. In the video, the creator exclaims, “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!” The TikTok clip showcases various flavors of Dubai chocolate, inviting viewers to order through Instagram or various delivery platforms.
The key ingredient in these bars, pistachio kernels, primarily come from Iran and the U.S. According to Giles Hacking, from CG Hacking, a nut trading company, pricing for pistachios has risen sharply, escalating from $7.65 to $10.30 per pound over the past year. Producers in Iran reported a remarkable increase in exports to the UAE, with a 40% rise compared to the same period last year.
Concurrently, the U.S. has seen a 20% drop in pistachio supplies from February 2024 to February 2025, based on data from the Administrative Committee for Pistachios, as referenced by Food Navigator.
Reports from Farm Progress suggest that over 90% of pistachio processors are currently sold out, highlighting the escalating demand and diminishing supply.
While Fix Dessert Chocolatier bars are not yet available in the U.S., various adaptations have emerged among larger chocolate brands, such as Lindt, which has been surprised by the demand for similar products, as per a statement from their CEO to CNBC. Local ice cream shops are also enjoying the trend, turning the inspiration into flavorful sundaes.
Create your own sweet experience by exploring offerings inspired by Dubai chocolate, sharing them on social media with a slew of relevant hashtags.
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www.entrepreneur.com