A luxurious chocolate bar from Dubai has become the epicenter of a global pistachio shortage, highlighting the profound impact of social media trends on international supply chains.
The confection, known as “Can’t Get Knafeh of It,” was created in 2021 by boutique Emirati chocolatier FIX. Combining milk chocolate, creamy pistachio filling, and shredded kataifi pastry, the treat gained modest popularity until a TikTok video in late 2023 catapulted it to global fame, amassing over 120 million views. This viral exposure led to an unprecedented surge in demand for the chocolate bar and, consequently, for pistachios.
The sudden spike in pistachio consumption has strained global supplies. Prices for pistachio kernels have risen from $7.65 to $10.30 per pound within a year. The situation was exacerbated by a poor pistachio harvest in the United States, the world’s leading exporter, where most of the high-quality nuts were sold in-shell, reducing the availability of shelled kernels essential for chocolate production. In response to the shortage, Iran, the second-largest producer, increased its pistachio exports to the UAE by 40% over six months.
Major chocolate brands like Lindt and Läderach have attempted to capitalize on the trend by producing their own pistachio-filled chocolates. However, they have struggled to meet the overwhelming demand, with some retailers resorting to rationing sales. The original FIX bar remains exclusive to the UAE, available only during limited hours each day.
This phenomenon underscores the significant influence of social media platforms like TikTok on consumer behavior and global markets. A single viral video has not only propelled a local delicacy to international stardom but also disrupted the global supply of a key agricultural product.
