The popular milk chocolate bar, filled with knafeh, pistachio cream and tahini spread, was initially launched by Dubai-based Fix Desert Chocolatier in 2021.

British-Egyptian entrepreneur Sarah Hamouda was inspired by her pregnancy cravings when she started the business with her husband, Yezen Alani. FIX stands for “freaking incredible experience.”

It wasn’t until 2023 when a TikTok video of Maria Vehera sampling the chocolate went viral, and demand for the sweet treat skyrocketed.

The original video garnered more than 120 million views, leading to a widespread obsession.

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This, no doubt, has been the reason behind the international shortage of pistachio kernels, which are mostly grown in the US or Iran.

Nut trader Giles Hacking from CG Hacking told The Financial Times that within a year, prices have surged from $US 7.65 to $US 10.30 per pound.

The pistachio world is basically tapped out at the moment,” he said.

Not only has Dubai chocolate been taking the world by storm, but pistachios were already becoming scarce due to last year’s poor harvest in the US.

“There wasn’t much in supply, so when Dubai chocolate comes along, and [chocolatiers] are buying up all the kernels they get their hands on… that leaves the rest of the world short,” Hacking said.

Iranian producers exported 40 per cent more nuts to the UAE in the six months to March than they had 12 months prior, according to Iran’s customs office.

In 2023, supply for pistachios exceeded demand, which caused a price drop, Iran Pistachio Association board member Behrooz Agah told The Financial Review.

“A variety of byproducts became available, such as pistachio butter, oil and paste, which could be used in a wide range of pistachio-based foods”, he said.

“That was around the same time Dubai Chocolate was launched and gradually went viral worldwide.”