A viral chocolate bar from Dubai has ignited a global pistachio shortage and a surge in counterfeit confections, highlighting the profound impact of social media on global supply chains.
At a Glance
- Dubai chocolate’s TikTok fame leads to a global pistachio shortage
- Pistachio prices soar by 35% amid unprecedented demand
- Counterfeit versions flood markets as original remains regionally exclusive
- Fix Dessert Chocolatier faces challenges from unauthorized replicas
The Chocolate That Broke the Nut Supply
In late 2023, a TikTok video by influencer Maria Vehera showcasing Fix Dessert Chocolatier’s “Can’t Get Knafeh of It” chocolate bar went viral, amassing over 120 million views. This handcrafted treat, combining milk chocolate, pistachio cream, and crispy kataifi pastry, captivated audiences worldwide, leading to a surge in demand. As a result, pistachio prices escalated from $7.65 to $10.30 per pound—a 35% increase—exacerbated by a poor U.S. harvest and increased exports from Iran to the UAE, as reported by Fast Company.
The social media buzz had tangible effects on supply chains. By March 2025, pistachio exports to the UAE had jumped by 40%, while U.S. inventories dropped by 20%, according to FoodNavigator. Even UK supermarkets implemented purchase limits, attempting to mitigate the effects of the viral craze on local availability.
Watch The Guardian’s report on the incident at TikTok trend for ‘Dubai chocolate’ causes international shortage of pistachios.
Counterfeits and Consumer Confusion
The original Dubai chocolate bar is only available in Fix Dessert Chocolatier’s UAE locations, leaving global fans scrambling for access. That scarcity has opened the door for scammers. Fraudulent websites and black-market vendors have flooded the market with counterfeit versions, many mimicking the packaging and marketing of the real bar.
Olga Svistunova, a food fraud analyst, told FoodNavigator, “Scammers are often quick to capitalize on trends, and the Dubai chocolate craze is a prime example of this.” With no official channels for international shipping, many consumers fall prey to unauthorized sellers. A spokesperson for Fix Dessert Chocolatier confirmed, “We don’t currently offer international shipping or retail outside the region,” reinforcing the difficulty of obtaining the genuine product abroad.
Global Impact and Industry Response
The pistachio shortage triggered by this chocolate craze has far-reaching consequences. International dessert producers from baklava makers in Turkey to luxury chocolatiers in Europe have felt the strain. The Daily Mail noted that brands like Lindt, Hotel Chocolat, and even discount chains like Lidl have tried to replicate the viral formula, further escalating pistachio demand.
Retailers in the UK have begun rationing sales, while food commodity experts warn of rising prices in other nut-dependent sectors. Cocoa prices have also soared in tandem, further impacting global chocolate production costs.
Meanwhile, Fix Dessert Chocolatier remains committed to quality. Founded by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani, the original bar’s appeal lies in its handmade nature and premium ingredients—products that must be refrigerated and have a shorter shelf life, further complicating logistics and authenticity enforcement.
Watch Daily Mail’s coverage at TikTok chocolate blamed for global pistachio shortage.
