By Saloni Surti, Co-founder, Punctuate Productions
Remember that iconic Tata Tea Jaago Re ad from a few years ago? The one where a nervous son worries about his exam results, and his dad—calm as ever—takes him out for ice cream. When the son asks, “What if I fail?”, the dad shrugs and says, “Tab pista ice cream kha lenge.”
A clever campaign, no doubt. But more than anything, it was a reflection of pista’s uncool reputation back then. If you’ve ever stood in line at a Railway Canteen during summer, you’ll remember—every Energee milk flavour would sell out… except pista. Back then, the humble pistachio was little more than a green garnish on Indian mithai or the color of your mom’s salwar suit.
But oh, how the tables have turned.
The Grand Pista Revival
Today, it’s not pista, it’s pistachio. And it’s everywhere—sitting pretty on dessert menus, starring in brand campaigns, and headlining viral food trends across the globe.
The comeback story began with the Dubai Chocolate and Knafeh craze—an internet-breaking trend that married creamy textures, crunchy toppings, and the rich nuttiness of pistachios. Suddenly, pista wasn’t just relevant—it was aspirational.
The trend exploded to such an extent that even Magnum, after an eight-year hiatus, launched a Pistachio Magnum Bar. A nod to the Dubai dessert wave, the brand described it as “a symphony of creaminess and nuttiness”—the kind of indulgence worthy of Cannes and beyond.
Pistachio’s Global Takeover
As a self-confessed food content junkie, I first noticed pistachio treats creeping into my feed about two years ago. From McDonald’s Pistachio McFlurry in select global markets to artisanal croissants in Parisian cafés—pistachio was no longer niche.
In October 2023, Wendy’s launched a Pistachio Frosty in Saudi Arabia. Reception was lukewarm at the time. But then came the Dubai Chocolate wave, and everything changed.
Created by Fix Dessert Chocolatier in Dubai (yes, it’s got its own Wikipedia page), “Can’t Get Knafeh of It” was inspired by its founder’s pregnancy cravings—true story. It wasn’t long before the trend transcended borders, flavors, and formats.
Viral Momentum, Legal Drama, and Sweet Innovations
The Dubai Chocolate trend ignited a global dessert movement:
- Lindt jumped on it—leading to a full-blown court case.
- Starbucks dropped a Pistachio Cream Cold Brew.
- Shake Shack combined Dubai Chocolate with another trend—Cracking Coffee—for its Pistachio Shake.
- Oreo created a pistachio cream-filled cookie variant in KSA.
India’s culinary scene didn’t stay behind. From boutique patisseries to QSR chains:
- Mad Over Donuts introduced Kunafa Donuts.
- Zuci Chocolates crafted pista gelatos, stuffed dates, and more.
- Bombay Sweet Shop briefly featured a Kunafa-Ghevar hybrid.
And let’s not forget the dozens of cafés now selling “Dubai Chocolate” knock-offs at a premium price point.
Why Am I Obsessed With Pistachios?
Because the story isn’t just about a nut. It’s about transformation.
Pista wasn’t always cool—but it never tried to be. And that’s what makes its rise so fascinating. This isn’t just a food trend—it’s a content marketing masterclass.
Take Third Wave Coffee, for instance. They introduced a pistachio latte during their early Mumbai days… only for it to disappear quietly from the menu. Contrast that with Poetry by Love & Cheesecake, which embraced pista with open arms—offering everything from pistachio yogurt cakes to vegan lemon-pistachio delights and even layered cheesecakes.
Or look at Wonderful Pistachios and their recent “The Better Nut” campaign. Their India marketing lead, Diana Salsa, revealed that pistachio consumption in India has doubled in six years, thanks to increased awareness of its health benefits.
From pista nut butter to gourmet cookies, the nut’s gotten a glossy makeover. Much like how protein rebranded makhana, Dubai Chocolate did the same for pista.
Content Marketing Lessons from the Pista Playbook
This trend isn’t just tasty—it’s teachable. Here’s what brands across categories can learn:
- Start with a great product.
Dubai Chocolate worked because the dessert was objectively good. One reason pista flopped earlier in India? The flavours didn’t taste like real pistachios. Consumers can tell. - Invest in amplification.
Virality isn’t luck—it’s engineered. Media budgets, creator partnerships, PR, influencer seeding, events—plan your moment. Don’t just hope for one. - Track global trends.
See what’s resonating elsewhere. Can you localise it? Can you elevate it? Spotting the pista wave early could’ve meant a big win. - Apply these rules everywhere.
This isn’t just about food. Korean skincare and wide-leg pants rode similar waves. Understand the formula, not just the flavor.
So… Is It Too Late for Soan Papdi?
Maybe not.
In a world where cucumbers went viral and pista is now posh, nothing’s off-limits. All it takes is the right story, the right product, and the right push.
So, if you’re building a brand, launching a product, or trying to make Soan Papdi cool again—take a page out of pista’s playbook. Because today, pistas are cool.
The only question left is—are you?
This article is penned by Saloni Surti, Co-founder of Punctuate Productions.
Disclaimer: The opinions expressed are those of the author and do not necessarily reflect the stance of the publication.
