Pistachio is in huge demand all over the world. Miguel Bielders, EXBERRY® by GNT’s Marketing Manager – APAC,
explains how colors made from fruits, vegetables, and plants can power pistachio product innovation
Pistachio has been an important part of Middle Eastern culinary tradition since ancient times. Following the rise of Dubai chocolate, it has become a global sensation.
In 2024, dozens of brands from outside the region began launching their own “Dubai-style chocolate” products to tap into the viral trend. In the first quarter of 2025, worldwide product launches featuring pistachio ingredients hit a five-year high.[1]
Pistachio flavors can now be found across an increasingly broad range of food and drink categories from chocolate to ice cream, baked goods, and desserts. Brands are also reaping the benefits of its popularity in products like plant-based milks, whey protein powders, and iced coffees.
While the focus tends to be on flavor, the nut’s signature green shade is key to showcasing its appeal. Plant-based colors help manufacturers ensure their pistachio products have the precise shade they need while meeting consumer expectations for natural ingredients.
The power of pistachio green
Pistachio’s distinctive soft pastel hue evokes its naturalness and sophistication. Whether featuring in Dubai chocolate, as a pastel glaze on a croissant, or in a pistachio-infused latte, the color is critical to the flavor promise.
Beyond food and drink, pistachio green has been developing a powerful appeal all of its own, and has become a huge favorite in pop culture, fashion, and décor. In March, Good Housekeeping declared: “The soft and sophisticated hue, effortlessly combining freshness and elegance, is making its mark as the standout color for summer 2025.”
Today’s consumers like to shop with their eyes – especially online. Pistachio green allows manufacturers to showcase an on-trend flavor and an on-trend color at the same time.
Delivering perfect pistachio hues
Pistachio green is instantly recognizable on store shelves and social media feeds. On TikTok and Instagram, it has become a visual cue for indulgence.
However, natural pistachio tones can skew beige or gray. If the color doesn’t match consumer expectations, the entire product experience can fall short – especially in today’s fast-paced digital world.
For product developers, achieving a vibrant, creamy green shade is essential to encapsulate pistachio’s premium, photogenic appeal. This means many manufacturers make use of coloring ingredients to achieve the results they need.
At the same time, artificial additives can undermine the “natural indulgence” that pistachio is meant to represent. Research shows that – both in Asia-Pacific and across the world – 7 in ten consumers now say that it is important that food and drink products do not contain artificial colors.[2]
This means natural coloring solutions are vital to achieve the most widespread consumer appeal.
Plant-based colors for pistachio products
EXBERRY® colors are made from non-GMO fruit, vegetables, and plants and support simple ingredient declarations across much of the world. They can be used to achieve a complete spectrum of shades, including tailored green hues that evoke the pistachio flavor and signal premium status.
GNT’s green shades are produced by combining blue spirulina concentrates with yellow colors such as turmeric, safflower, carrot, pumpkin, or algal carotenes. The green blends can deliver stable shades that perform throughout the shelf life in applications including confectionery, ice cream, wafers, cakes, breads, milk drinks, frostings, fillings, and more.
Careful formulation is required due to spirulina’s sensitivity to heat and acid, but GNT’s technical experts offer full support throughout the product development process to ensure optimal results.
Tap into the trend with EXBERRY®
For the new generation of consumers, flavor discovery is often driven by aesthetics. Pistachio’s soft tone resonates strongly with Gen Z and Millennials, connecting into a broader craving for pastel palettes and minimalist luxury.
With Dubai chocolate having opened the door to greater pistachio innovation, brands can maximize their chances of product success by utilizing the familiar green shade. EXBERRY® colors made from fruits, vegetables, and plants are the ideal way to achieve pistachio hues and evoke its creamy, subtly savory profile.
Trusted by brands all over the world, EXBERRY® by GNT can help you tap into the trend with confidence, creativity, and clean labels.
[1] Innova New Product Database
[2] FMCG Gurus ‘Custom Survey – Global and Regional – Flavor, Color & Texture’ (March 2025)
