A chocolate bar from Dubai has flipped the global pistachio market on its head—and odds are, you had something to do with it.
It’s called Can’t Get Knafeh of It—a pistachio-stuffed chocolate by Emirati brand FIX. Launched in 2021. Then in December 2023, a TikTok video featuring the bar exploded. The video got 120 million views.
What is this Knafeh chocolate, anyway? A thick layer of pistachio butter, tahini paste, and knafeh—or sometimes vermicelli—wrapped in chocolate. Sometimes with a hint of white chocolate too.
The creators, Sarah Hamouda and Yezen Alani, started it based on a pregnancy craving. It grew slowly. Then TikTok took over. Now, chocolatiers worldwide are struggling to keep up with the demand.
Even though the original bar is only sold in the UAE—and only for two hours a day—copycats are everywhere now. Knafeh cake jars, cake boxes, ice creams. Everyone wants a piece.
This has pushed the global demand for pistachios through the roof, and pistachio supply chains are cracking under pressure. Prices have climbed almost 40 per cent from $7.65 to $10.30 per pound.
Low yields in the US, a top pistachio exporter, have contributed significantly to the supply crunch, further driving up prices. With more moolah on the table, some farmers are ditching almonds for pistachios — but the next harvest won’t hit until September.
And Iran, the second-largest pistachio exporter, is making the most of the situation. Their exports to the UAE have jumped 40% in just six months, compared to the entire previous year.
So, if you’ve been wondering why your pistachio packet is more expensive — now you know exactly what caused it.
And next time you watch a viral snack video, remember: It’s not just food. It’s economics now.
