Move aside K-Pop Demon Hunters, Labubus, Taylor Swift’s engagement photos, and middle-aged women fixated on The Summer I Turned Pretty. The most talked-about pop culture craze of 2025 might just be a pistachio-infused chocolate bar.
Dubai chocolate bars, renowned for their luscious green filling and delightful crunch, have been selling out consistently throughout the year. They have gained immense popularity on platforms like TikTok, leading to a global pistachio shortage and a Canadian recall due to salmonella concerns. This trend has also contributed to pistachio being hailed as “the flavor of 2025” and has spawned numerous imitations.
Notably, the sensation has caught the attention of food enthusiasts worldwide. “This is the most viral thing on the internet, but I fail to see the hype. It’s just a chocolate bar with a filling,” remarked food influencer “Jack’s Dining Room” in a viral TikTok video with over 12.4 million views.
Stew Leonard Jr., CEO of Stew Leonard’s grocery stores in the U.S., expressed astonishment, stating, “I’ve never witnessed such rapid sales in my 50 years of retailing,” in an interview with the Associated Press.
Various brands, including Canadian brand Purdy’s Chocolatier, Rocky Mountain Chocolate, Peace By Chocolate, and smaller establishments like Ottawa’s Pistachio Choco and Toronto’s Turkish Mart, have introduced their own versions of the sought-after treat.
The Swiss chocolate giant Lindt also offers a Dubai-inspired bar. These chocolate bars are available at major retailers like Costco, Staples Canada, and Walmart, with original brands commanding high prices on platforms like eBay.
For a unique Canadian twist, shops like Oh Doughnuts in Winnipeg and Machino Donuts in Toronto offer pastries inspired by the viral chocolate bar.
The trend has sparked a plethora of TikTok videos, Pinterest trends, and continued Google searches, showcasing the enduring appeal of Dubai chocolate.
The origin of this craze can be traced back to Dubai, where the iconic Dubai chocolate bar was first created by Fix Dessert Chocolatier. Featuring a blend of milk chocolate, pistachio filling, tahini paste, and shredded kadayif pastry, the bar has become a global sensation, inspiring a new confectionery category.
The pistachio boom, paralleling the Dubai chocolate phenomenon, has seen a surge in global demand for pistachios, with Food and Wine magazine declaring pistachio as the flavor of 2025. However, this surge has also led to challenges such as an ongoing salmonella outbreak and supply shortages.
The viral ‘Dubai chocolate effect’ has propelled the pistachio trend to new heights, with the nut becoming a symbol of culinary fascination in 2025. This surge in demand, coupled with social media influence, has reshaped the pistachio market, impacting supply chains and pricing globally.