Coles quietly undercuts Woolworths with THIS new $12 pistachio favourite

What began as a small craving in Dubai has now sparked a global food trend. A pistachio-filled chocolate bar not only sent demand soaring but also disrupted supermarket pricing battles in Australia. Now, Coles and Woolworths are going head-to-head over who can deliver the better pistachio fix for your wallet.

The phenomenon started when British-Egyptian entrepreneur Sarah Hamouda created her pistachio chocolate bar in 2021. A viral social media video in December 2023 catapulted the boutique treat into the global spotlight, drawing more than 120 million views. Soon, pistachio prices surged worldwide and supermarkets scrambled to launch their own versions.

The original bar—called 'Can't Get Knafeh of It' by Fix Dessert Chocolatier—was made with crispy kataifi pastry, pistachio and tahini paste, and milk chocolate. Demand skyrocketed beyond what the pistachio market could handle. As one industry analyst noted, 'The pistachio market wasn't built to handle this kind of fame'.

Coles versus Woolworths: A nutty showdown

Coles has now released its own pistachio spread, directly challenging Woolworths on price and value. Woolworths stocked the Pistachio Papi brand at $12 for 200 grams, equating to $6 per 100 grams. Coles countered with its Italian-made pistachio spread at the same $12 price point, but for 330 grams, which worked out to about $3.64 per 100 grams.

For shoppers, that difference meant nearly half the cost per gram, a meaningful saving for anyone watching their grocery budget.

The pistachio squeeze

Global pistachio kernel prices rose from $7.65 to $10.30 per pound within a year. Iran’s exports to the UAE climbed by about 40 per cent between October 2024 and March 2025. At the same time, California—the world’s top producer—faced a poor harvest due to drought and natural crop cycles.

The result was shortages so severe that retailers in some countries rationed pistachio sales and even introduced waiting lists.

The sugar reality

Despite the excitement, the Coles pistachio spread contained a hefty 55.5 per cent sugar. A standard 20-gram serving packed 11.1 grams of sugar, nearly three teaspoons.

For older Australians, the Heart Foundation advised keeping added sugar intake in check, especially for those with diabetes or heart disease. Pistachio spreads could still be enjoyed—but portion control mattered.

From viral treat to supermarket aisles

The Dubai chocolate trend showed no signs of slowing. Food industry experts believed it had already joined mainstream global tastes, with major brands like Baskin-Robbins rolling out their own Dubai-inspired creations. Waffles, cupcakes, milkshakes and ice cream bars all joined the craze.

For Australian seniors, this highlighted how social media-driven fads could reshape shopping habits, stretch grocery budgets, and even impact global agriculture.

Taste test verdicts

Food reviewers had already weighed in on the Coles version. Blogger Nectorious Papi described it as tasting ‘like the Kinder but pistachio’, while Yahoo Lifestyle testers said it was ‘not too sweet’ and worth a try.

For those focused on savings, Coles’ spread offered significantly better value. For those loyal to the original makers, Pistachio Papi remained an option at Woolworths—albeit at a higher cost.

If you thought Coles’ move was surprising, bakeries have also jumped on the pistachio craze in their own creative ways.

One well-known chain recently unveiled a sweet treat that takes this viral flavour trend to the next level.

It’s another example of how quickly pistachio-based products are spreading from supermarkets into everyday favourites.

Read more: Bakers Delight just revealed a game-changing secret—Shoppers can't believe it!

Will you be tempted by the pistachio spread craze, or are you happy to let this viral trend pass you by?