It’s the on-trend flavour of 2025 and it’s been embraced at all levels from the high-end indies to supermarket shelves. A beloved ice-cream flavour, we’ve seen it gain new levels of popularity over the last few months. Native to Central Asia, the U.S, Iran and Turkey are the leading producers of the nut that everyone is going crazy for – pistachios.

Here are just a few of the new products that have been hitting the shelves:

  • Starbuck’s launched Pistachio-flavoured drinks and cakes for Spring.
  • Major UK retailers joined the craze, stocking Lindt’s Dubai style chocolate – Waitrose even hit the news limiting shoppers to just two-bars per person! .[i] Find out what the beans thought of this delicious chocolate treat here. Plus, M&S has also recently launched The Big Daddy Pistachio chocolate bar.
  • Get Baked made a Pistachio Bertha (available for a limited time only, and sadly, I missed out on trying it).
  • Cinnabon UK has launched a Pistachio Kunafa Bon.
  • Aldi is launching a Dubai-style ice cream.
  • Heinz even joined in the fun on April Fool’s Day, with a Dubai Beanz prank.
  • M&S went seasonal with pistachio Easter eggs.
  • We’re moving away from almond butter and cashew butter, and bringing in pistachio butter, with Pistachio Crème even hitting the shelves (especially down the middle aisle at Lidl!).

Not to mention that Dubai Chocolate was Deliveroo’s top trending dish of 2024.

But why is pistachio so hot this year? Some research might suggest it’s because the nut itself is luxurious and indulgent, but still affordable and widely accessible to consumers.[ii]

Or is it because in an Instagram-age, where we eat with our eyes, the pale-green tint is not too dissimilar from the likes of Matcha – another trending flavour, with health benefits (and reduced caffeine content compared to a standard coffee.).

Or… perhaps it’s because they’re considered a ‘heart healthy food’, containing less fat than a peanut.[iii]

Going Global

A quick Google will also tell you that whilst pistachio is having a hot moment here in the UK, it’s been loved by those across the pond for a while. As America was the biggest consumer of pistachios last year![iv]

It’s also popular in Persian cuisine and commonly used with Kunafa (Knafeh) which is a form of spun pastry dough soaked in a sweet sugar syrup often topped with pistachio.

Social Phenomenon

As you may know, one of our services here at jellybean is SENSE – Social Listening. I put it to good use to pull out some fun facts about where pistachio is getting used!

  • Over the last thirty days, the word pistachio is most used on X (unsurprising) but quickly followed by opentable.co.uk! A quick scroll will show you that it’s not just consumers recreating viral TikTok recipes, the trend has fully hit the foodservice market, with Pistachio Martinis, Crème Brulés, Tiramisus and more!
  • Most associated words are ‘dessert’, ‘raspberry’, ‘cheesecake’, ‘gelato’ and ‘ice cream’.
  • UK users have referenced pistachio over 5,000 times in the last thirty days.
  • And to highlight the capabilities of SENSE, our deep dive also showed that those named Amy were speaking about pistachio the most! Make of that what you will.

All in all, this has one been one long-running trend that we can’t see finishing anytime soon! (Thank goodness… we can’t get enough of the Dubai Chocolate).

Do you have a favourite way to enjoy pistachio? Or have we missed a new product you think we need to review? Let us know on socials @jellybeanagency

And, if you’d like to learn more about how we can help your business with SENSE – our social listening service, click here or get in touch here.

[i]The Grocer, 25th March 2025 https://www.thegrocer.co.uk/news/waitrose-imposes-two-bar-limit-for-lindt-dubai-style-chocolate/702590.article#:~:text=Waitrose%20has%20limited%20shoppers%20purchasing,Dubai%20chocolate%20to%20LinkedIn%20yesterday.

[ii] Lumina Intelligence, March 2025

[iii] BBC Good Food, https://www.bbcgoodfood.com/health/nutrition/top-5-health-benefits-of-pistachio-nuts

[iv] https://agroptimum.com/en/world-consumption-of-pistachios

Caitlin Hynd
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