Pistachios have long been appreciated in places like Bronte, Sicily, where they’re celebrated with an annual festival. But in the UK, they’ve traditionally taken a back seat to nuts like almonds. That’s now changing – and fast.

Thanks to a viral ASMR video by Dubai-based influencer Maria Vehera, featuring a pistachio cream-filled chocolate bar and crispy knafeh pastry, pistachios are enjoying a major revival. With more than 80 million views, the video sparked huge interest and put pistachios firmly back on the map.

Now, pistachios are everywhere – in pastries, desserts, drinks, savoury dishes and even sandwiches. And the trend shows no signs of slowing.

Social Media Influence

This trend highlights how social media continues to shape food habits. Influencers and food bloggers have driven the popularity further, showcasing creative ways to use pistachios and sparking interest from UK consumers.

Visually, pistachios work well – the vivid green colour stands out, especially when paired with chocolate or creamy textures. The luxury association with Dubai also helped the pistachio bar trend catch fire.

Consumers are actively seeking out similar items they see online, leading to more pistachio products appearing in cafés, restaurants and shops.

How the Trend Impacted the UK Pistachio Market

The broader nut market in the UK has been steadily growing, with consumers choosing healthier snacks and plant-based products. The pistachio trend has added momentum.

We’re now seeing a rise in pistachio-based items like nut butters, milks, protein bars and chocolate treats. Many UK brands – including those that wholesale groups work with – have introduced pistachio variants to meet demand.

Whether it’s pistachio ice cream, stuffed cookies or croissants, this nut has become a strong seller across multiple categories.

Why Pistachios Are Perfect for Viral Trends

Pistachios tick all the boxes for today’s customer expectations:

• A premium, eye-catching product with exotic origins
• Distinct taste and bright green colour
• Perceived as a healthier nut
• Works well in both sweet and savoury dishes
• A more sustainable crop than some other nuts, due to lower water requirements

Easy Ways to Add Pistachios to Your Menu

If you’re looking to tap into this trend, there are plenty of straightforward ways to bring pistachios into your offering.

Pistachio Cream

This is the star ingredient behind many viral products. If your supplier doesn’t stock it, it’s easy to make your own.

• Boil pistachios briefly to loosen skins (optional but helps improve colour and texture).
• Rub in a tea towel to remove skins.
• Blend the nuts with a little milk, then add melted white chocolate and butter to form a smooth cream.

Pistachio Brownies

Perfect for tray bakes at your till counter or to use in desserts. These brownies have a green pistachio layer running through the middle and are quick to prepare.

• Spread pistachio cream in a lined dish and freeze for four hours.
• Make your usual brownie mix.
• Add half the mix to your baking dish, layer in the frozen pistachio slab, top with the rest of the mix and bake as usual.

Use the brownies to create premium layered desserts with pistachio ice cream, brittle and cream.

DIY Dubai Chocolate Bars

Recreate the viral sensation in-house or use the bars to top desserts like cheesecake or ice cream.

• Temper chocolate and pour into bar moulds.
• Toast knafeh pastry in butter until crisp.
• Mix toasted knafeh with pistachio cream.
• Fill the chocolate moulds, seal with a chocolate layer and freeze before serving.

Pistachio Drinks

These are visually striking and easy to prepare.

• Milkshakes: Blend pistachios or pistachio cream with milk or ice cream. Decorate glasses with a drizzle of cream and crushed nuts.
• Iced coffees and matcha: Start with crushed pistachios and ice, then pour milk and top with coffee or matcha.
• Hot drinks: Add pistachio elements to hot chocolates, cappuccinos or pistachio affogatos.

Pistachio Stuffed Cookies

A warm, gooey centre of pistachio cream makes these cookies a hit.

• Freeze blobs of pistachio cream and stuff into your usual cookie dough.
• Add crushed pistachios to the dough and finish with pistachio icing after baking.

Pistachio Pastries

Inspired by the famous New York pistachio supreme, these pastries are big sellers – even at a premium price.

• Split a croissant, fill it with pistachio cream and drizzle with icing and crushed nuts.
• Use ready-made croissants or give stale ones a second life.
• In Italy, these are known as cornettoes.

Pistachio Cinnamon Rolls

• Use brioche dough or thawed frozen dough balls.
• Swap butter for pistachio cream and mix pistachios into your cinnamon sugar.
• Finish with pistachio icing and crushed nuts.

Pistachio Pesto

A great option for savoury menus.

• Blend pistachios with parmesan or pecorino, garlic and olive oil.
• Use in sandwiches (like the popular mortadella and pistachio pesto combo), or add to pasta, pizza or grilled meats.

Final Thoughts

From cakes to coffees, croissants to pesto, pistachios offer chefs a simple way to tap into a fast-growing trend. With their striking colour, recognisable taste and versatility, they’re an easy way to add something new – and in demand – to your menu.

Let your pistachio offering do the talking.