The trend surrounding 'Dubai chocolate' gained traction in 2023 following a viral TikTok video by food reviewer Maria Vehera, showcasing a bar named 'Can't Get Knafeh of It.' Originating from FIX, a boutique chocolatier in the UAE, the hype has led to a notable increase in pistachio prices and a supply shortage. Producers have been struggling to meet the demand, exacerbated by previous low harvests in the US. Companies are responding by introducing their own pistachio products, further amplifying the shortage issue.
"The pistachio world is basically tapped out at the moment," says nut trader Giles Hacking, highlighting the impact of the 'Dubai chocolate' craze on pistachio supply.
Maria Vehera's TikTok video has surpassed 124 million views, igniting the Dubai chocolate craze and creating significant demand for the bar's key ingredient: pistachios.
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