An Oxford academic says the pistachio-filled “Dubai chocolate” went big because it looked unmissable on a phone screen. The flavour was secondary. The contrast did the work, the sharing culture took over, and a status signal was born.
What caught your eye before it touched your tongue
Photos and videos of the bar show a luminous pistachio centre against a glossy milk or dark shell. That sharp contrast reads as new and rare. It pops even on a crowded feed. People know, at a glance, that the bar is the one everyone is hunting.
Prof Spence, who studies how the senses shape taste, points to colour as the first hook. The pairing of green and brown cues nuttiness and indulgence without a sniff. It also telegraphs difference. In a social feed, difference wins attention.
Vivid colour contrast turns a snack into a shareable status object. Recognition travels faster than flavour.
Once a few high-reach accounts show the cut-through, the format stabilises. A clean slice. A glossy ooze. A tidy bite with a green bloom. Each frame gives the viewer a simple story: you’re seeing the “it” bar.
The instagram effect on flavour
The professor links the chocolate’s rise to earlier drinks that photographed well. Think the orange glow of an Aperol Spritz by late sun. Think the pale pink of rosé in clear glass. Both earned their moment because they coloured the image of summer. Taste came later.
In algorithmic spaces, looks often outrank flavour. Bold hues and neat shapes earn the click, not complexity in the glass or on the palate.
That same logic carried the pistachio bar. The product looked fresh, foreign and photogenic. It needed no caption to explain itself. The feed rewarded it with reach.
A professor puts the hype to the test
The Oxford researcher tried the viral bar. He found the novelty stronger than the pleasure. The first bite satisfied the urge to understand the fuss. The second asked more of the taste than the look could deliver. The rest stayed in the fridge. That gap between impact and enjoyment often follows visual fads.
He argues that younger users drive such waves. They chase the thrill of being first to the next flavour. Social platforms sharpen that urge. The fastest path to approval is proof you found something new. Pistachio green inside chocolate brown does the job in half a second.
Five levers that sent “Dubai chocolate” viral
- Colour contrast: bright pistachio against dark cocoa reads as new and premium.
- Clear geometry: clean edges and tidy cross-sections look good in a vertical frame.
- Shareable story: a simple “brought back from Dubai” line adds travel and rarity.
- Exotic cue: pistachio suggests Middle Eastern craft and generous texture.
- Copyable shot: anyone can slice, squeeze, and post the same satisfying reveal.
When the shot is simple and striking, the crowd can replicate it. Replication fuels the trend.
Why pistachio green works on your brain
Colour primes expectation. Green brings freshness, nuttiness and a hint of luxury, especially when linked to pistachios. Brown signals sweetness and comfort. Put them together and the mind predicts a rich, creamy bite with a crisp snap. That prediction can boost the first mouthful, even if the recipe is ordinary.
Texture and sound matter as well. A clean crack as the knife goes in adds proof of quality. A slow ooze of filling promises richness. These cues combine with colour to shape taste before taste arrives.
| On-screen cue | What your brain predicts |
|---|---|
| Neon-green filling | Novelty, pistachio flavour, and extra creaminess |
| Glossy brown shell | Indulgence, cocoa depth, and a clean snap |
| Visible nut pieces | Premium ingredients and crunch |
| Slow cut-and-reveal shot | Freshness and richness worth sharing |
| Compact bar shape | Portable treat and easy gifting |
Looks versus lasting appeal
Hype can shift shelves but may not sustain repeat buys. When the first thrill fades, the recipe must carry the weight. If the filling tastes flat or too sweet, the second bar stays unopened. Many users chase the photo, not a pantry staple.
The professor stresses that appearance drove this trend more than flavour. He compares it to sunny-orange spritzes and the blush tones of rosé. Both still sell well, yet their images did the early lifting.
What shoppers should watch for
Before paying a mark-up, check the label. Pistachio content, sugar levels, and oils vary. A bright green hue can come from nuts, colourings, or both. If nuts are low on the list, expect sweetness over depth. If the filling lists added oils first, the mouthfeel may coat rather than melt.
Allergies matter. Pistachios sit with other tree nuts. Cross-contact warnings can differ by maker. If the bar travels in a suitcase, heat and time can dull the flavour, especially in nut creams. Store in a cool place, not next to strong-smelling foods.
Signals of the next big bite
Asked what’s next, the Oxford academic shrugs. He says the pulse now sits with younger users who live on short-form feeds. Even so, the tells remain clear. Watch for bold colours, simple shapes, and an easy reveal. Listen for crisp sounds. Look for an exotic note that fits a short caption. When you see all five, your feed will see them too.
For makers and marketers
Design for the frame, but test for the second bite. A striking cross-section can win attention. Balanced salt, fat, and real nut content keep customers. Think about portion size, camera angles, and how the product behaves at room temperature. Build a shot list before launch. Then run blind taste sessions against a control bar to check if flavour matches the promise.
If you want the taste without the chase
You can mimic the experience at home. Slice a standard bar and spoon in a pistachio paste with a pinch of salt. Chill, then cut for the reveal. You control sweetness and nut load. The camera gets its moment, and your palate gets more character. The algorithm won’t mind that you skipped the queue.
Visibility wins the click. Balance keeps the customer.
So it wasn’t the taste but the neon pistachio pop that won our feeds—makes total sense. Does Prof Spence think brands will just tune flavor later to secure repeat buys?