Roxana Saidi, inspired by Persian family traditions, launched Táche, a line of pistachio-based milks and lattes. The brand's sales have more than doubled in the past year. Saidi attributes this growth partly to the influence of the viral Dubai chocolate bar, known for its creamy pistachio filling. "It's created this zeitgeist around pistachios," she says.
Dubai's Fix Dessert Chocolatier's "Can't Get Knafeh of It" bar, featuring shredded phyllo dough, gained popularity through an ASMR TikTok video, propelling pistachio products to prominence. At the Fancy Food Show in Las Vegas, vendors showcased pistachio-based goods, reflecting the trend's expansion. Summer Thompson from the Specialty Food Association notes, "Pistachio is one of my top confectionery flavors, spanning many categories."
Major brands are embracing this trend. Starbucks reintroduced pistachio drinks to its menu, while Häagen-Dazs revamped its pistachio ice cream recipe. Chocolatiers like Lindt & Sprüngli and Cacao & Cardamom have launched Dubai-inspired products. According to a Lindt spokesperson, their version of the Dubai chocolate bar sold out quickly during a test run.
The pistachio's water efficiency makes it more drought-resistant than almonds, a factor noted by Scott Fryer of American Pistachio Growers. The U.S. is projected to produce 1.6 billion pounds of pistachios this fiscal year, a substantial increase from previous years. Saidi remarks on the sustainability discussions among buyers and baristas, with Táche expanding into mainstream retail locations.
Source: Food & Wine