Pistachio has long been part of the region’s food culture, from traditional sweets to contemporary desserts. Now Oreo is launching the limited-edition Oreo Pistash-YO in the UAE, made with real pistachios.

The launch comes as consumer expectations around snacking continue to evolve. Mondelēz International’s 2026 State of Snacking report, developed in collaboration with Mintel and Black Swan Data, found that six in 10 consumers across key global markets snack at least once a day. Pistachio, meanwhile, is gaining momentum as a flavour trend globally, with its online popularity growing 72% over the past year. The trend is also making the leap from chocolate and confectionery into biscuits and other baked goods, with industry reports showing that bakery accounted for 15% of new food and beverage launches featuring pistachio between July 2025 and June 2026.

To mark the UAE launch, Oreo projected Pistash-YO onto the Burj Khalifa on 12 September 2026. The activation brought the brand’s ‘Now or Never’ message to life on one of Dubai’s most recognisable landmarks.