Pistachio kunafa has emerged as a quintessential dessert in Dubai, a phenomenon that gained traction earlier this year when the Emirati brand FIX Dessert Chocolatier launched the flavor that quickly became a social media sensation. Since then, numerous brands have joined the trend, crafting innovative recipes that span from crepes and cookies to brownies, sundaes, and even boba tea. One eatery has even introduced a pistachio kunafa-infused version of the beloved Indian street food, pani puri.
“The pistachio kunafa flavor is currently the most viral sensation worldwide,” stated Jugal Parekh, managing partner at Yummy Dosa, which introduced the flavor in a dosa at their Abu Dhabi branch. “We envisioned it as an exciting dessert fusion, and the reception has been outstanding. Customers are enthusiastic about trying new dishes, and pistachio kunafa is the buzz of the town.”
Nouel Catis, the chef who initially developed the pistachio kunafa flavor for FIX three years ago, expressed his delight at the flavor's widespread success. “I'm elated that my creation has inspired so many,” he said. “The crux lies in preserving authenticity and originality. Are people merely capitalizing on the trend, or are they genuinely offering something innovative?”
The Filipino chef, who has resided in the UAE for over 15 years, revealed that he has been experimenting with unique Emirati flavors for several years. “I identified a niche and saw an opportunity to blend flavors from Asian, Arabic, and French cuisines—something no one else was doing,” he explained. “I understood the nuances of each culture and knew that people in this region cherish their traditional flavors like kunafa, Aseda, and Umm Ali, but they also seek a twist. For desserts, they prefer milk chocolate with a crunchy element,” he added. It took him approximately three months to perfect the pistachio kunafa flavor, but it took three years for it to go viral.
Catis believes several factors contributed to the flavor's popularity. “This bar symbolizes the UAE on a global stage, merging chocolate with the nostalgic tastes of pistachio and kunafa. The crunchiness of the bar adds an ASMR-like effect, which further captivated people's attention.” He also highlighted the aspirational aspect of the product. “Many people worldwide dream of visiting Dubai,” he said. “So the chocolate became like having a piece of Dubai at home.”
Chef Nouel is now gearing up to launch his own chocolate brand, Snaap, featuring a variety of flavors, including his signature pistachio kunafa.
The popularity of the pistachio kunafa flavor has spurred others to explore bold new creations. Ashwin Nayanar, co-founder of the chocolate brand Vocca with his friend Vineeth, developed Pistachio Oman chips, inspired by his upbringing in the UAE. “Oman chips evoke nostalgia for many who grew up here,” he said. “We aimed to capture that essence by combining the salty flavor of the chips with the sweetness of pistachio and chocolate. It has a crunchy element and is performing exceptionally well in the market.”
Ashwin, who has also introduced flavors like Karak Chai chocolate, Lotus Kunafa, and Coconut Kunafa, noted that the viral trend has been beneficial for business. “We're experiencing robust four-figure sales, and our chocolate bars sell out rapidly on platforms like Noon.”
However, despite these exciting developments, the industry faces a challenge with a global cocoa shortage. “Cocoa prices have soared, with one kilogram now costing around Dh35,000 due to a disease affecting crops in Ivory Coast,” Ashwin explained. “While we've had to pass a small portion of the cost onto customers, we've absorbed most of it. We're striving to navigate through this and hope that the situation will stabilize by next year.”
