Overview

• The 'Can’t Get Knafeh of It' bar, created by Dubai's Fix Dessert Chocolatier in 2021, became a global phenomenon after a late-2023 TikTok video amassed over 120 million views.
• The viral craze has led to a sharp rise in pistachio prices, climbing from $7.65 to $10.30 per pound, exacerbated by a poor U.S. harvest and increased demand worldwide.
• Iranian pistachio exports to the UAE surged by 40% in the six months leading to March 2025, reflecting efforts to meet the growing demand.
• Major brands like Lindt have launched their own pistachio-filled chocolate bars, while some retailers are rationing sales to manage shortages.
• The original bar remains exclusive to Dubai and Abu Dhabi, available only via Deliveroo for limited hours daily, and sells out within seconds.