What happens when virality reshapes supply chains?
What happens when virality reshapes supply chains? We’re halfway through what may be the most indulgent chocolate-pistachio-knafeh bar known to mankind, and we’re asking ourselves something that sounds ridiculous until it isn’t: What’s next? Pistachio inflation? Apparently, yes. Because when TikTok goes nuts for chocolate, the ripple effects are no longer limited to phone screens and dessert cravings. They spill into agriculture, global trade, and pricing. And pistachios, once quietly shelved beside almonds and cashews, have suddenly taken centre stage. The (delicious) culprit It started with a dessert. A rich, gooey, utterly indulgent creation by Emirati chocolatier FIX called “Can’t Get Knafeh of It.” A smart and delicious homage to knafeh, a beloved Middle Eastern dessert, reimagined as a bar: milk chocolate, pistachio cream, and crispy kataifi pastry woven with precision. For two years, it quietly earned a cult following in the UAE, the kind that lines up early, whispers about restocks, and posts reverently online. Then came a TikTok in December 2023. A 20-second video featuring the bar’s flawless snap, creamy swirl, and golden crunch went viral, 120 million views later, the world had a new craving. But this time, it wasn’t just views that followed. It was volume. When cravings turn into commodity chaos The ripple effects were immediate and unexpected. In just a few months, pistachio prices surged from $16.87/kg to $22.68/kg by April 2025, a 35% increase year-over-year. A nut, once humble, has now found itself in the middle of a global supply crunch. So, what drove this sudden inflation? Low harvest volumes in the U.S., the world’s largest pistachio producer A shift in demand toward whole pistachios has reduced the availability of the kernels used in desserts And, of course, the viral demand that squeezed global inventories Iran is also feeling the heat Iran, the second-largest pistachio exporter, has been scrambling to keep up. In just six months, it exported 40% more pistachios to the UAE than it did in the entire previous year. And still, the shelves couldn’t stay full. Retailers began rationing supplies, invoking memories of pandemic-era rationing, only this time, it’s not hand sanitisers or toilet paper; it’s pistachio bars. Now everyone wants a bite This isn’t just about one dessert anymore. It’s a full-blown trend. In the UK, Lindt introduced a pistachio bar that retails at £10 for 145g – double the price of its traditional bars. Swiss luxury chocolatier Läderach, British supermarket Morrisons, and heritage confectioners like Prestat have all rushed to meet demand. Pistachio-filled Easter eggs flooded shelves in spring 2025. And FIX? They’re selling for just two hours a day. Each batch is a sell-out. Scarcity has become part of the brand. What we’re witnessing is an old luxury rebranded as a new obsession, not unlike saffron, caviar, or truffles before it. Only this time, the hype came not from chefs, but from TikTok. Social media at its best What started as a niche Middle Eastern dessert has now shaped U.S. farming, Iranian export volumes, and global nut pricing. It’s the ultimate case study in what happens when social media meets scarcity, and when virality fuels value. One TikTok. One dessert. One craving. And the world’s pistachio economy bent just a little in response. And as we finish this article (and what’s left of the bar), we have only one thing to say: Wow. We really can’t get ‘knafeh’ of it. And judging by the global numbers, neither can anyone else. FAQs 1. What is Sav? Sav is a money-management app, allowing you to stick to your money goals, plan for the future, and spend confidently in the present.Your Sav card helps you meet your goals – just connect your bank account, top up your Sav card, choose goals you would like to set aside money for, and apply rules that automatically allocate funds toward your goals. The money set aside for your goals is safe. It is always available on your prepaid card and held with our partner financial institutions licensed by the CB UAE.You can use your Sav card to get additional rewards and cashbacks while spending. Check out our offer page to find the latest deals and promotions. 2. Is Sav a bank? No, ‘Sav Technologies Limited’ is a technology company registered in the Dubai International Financial Centre, Dubai, UAE, with registration number # 5474. Through our banking partnership with Mashreq Bank, VISA and NymCard, we provide VISA prepaid cards. 3. Does Sav issue bank accounts? No, Sav does not issue any bank accounts. Instead, Sav offers prepaid Visa cards issued by our partner bank, Mashreq Bank PSC, pursuant to their license from Visa. The money in your savings goals is always held with our partner bank in your individual Sav Card. 4. How is my Mashreq account different to the Sav account? At Sav, we do not issue any bank account. It’s a prepaid Visa card. Share article Instagram Linkedin Facebook-square Twitter-square