Coles shoppers have been left reeling after spotting the price tag on the supermarket’s latest viral dessert—a pistachio cake that’s as decadent as it is divisive.
If you’ve been following the pistachio craze sweeping Australia (and the world), you’ll know that this nutty little ingredient has become the star of everything from doughnuts to chocolate bars.
But is it worth shelling out $40 for a supermarket cake? Let’s dig in.
The cake that’s got everyone talking
Coles has jumped on the pistachio bandwagon with the launch of its Finest Hand Finished Pistachio Cake.
This isn’t your average mud cake—which, by the way, will only set you back $6.60. No, this is a double-layered vanilla cake, generously filled and topped with pistachio cream cheese buttercream, and finished with a lavish sprinkle of crushed pistachios.
Weighing in at a hefty 1.2kg and designed to serve up to 18 people, it’s a showstopper for any celebration.
But here’s the catch: it’ll cost you a cool $40. That’s $2.25 per serve, if you’re slicing it up for a crowd. Still, for many shoppers, the price was enough to make their eyes water.
Sticker shock at the checkout
Social media lit up as soon as the cake hit the shelves. ‘It’s $40 though. I can go to a cake shop for that money,’ one shopper lamented.
Another added, ‘It may look tasty and creamy, but I cannot justify $40 for that cake.’ Others were simply stunned: ‘For $40 you would want it to be amazing.’
Some customers didn’t even realise the price until they reached the checkout, only to be met with a rude shock. It’s a reminder to always check those price tags before you get too attached to a treat!
Coles responds: ‘It’s all about the experience’
A Coles spokesperson was quick to defend the price, pointing out that both the new pistachio and KitKat cakes are designed to serve a crowd and are made with premium ingredients.
‘Flavours like pistachio and KitKat are really trending right now and we made sure to listen closely to what customers want,’ they said.
‘We wanted to create cakes that not only taste amazing but help customers celebrate special moments—from the premium ingredients we use to the hand-finished details. It’s all about giving customers a memorable dessert moment that’s as share-worthy as it is delicious.’
Is it worth the splurge?
Despite the price, the pistachio cake has its fans. One Sydney woman, Rose, described it as ‘the best pistachio collab yet,’ raving about its soft, moist texture and delicious buttercream.
‘This is a must try if you love anything pistachio,’ she declared in her video review.
Others are biding their time, waiting for the yellow clearance sticker to appear as the cake nears its expiry date. And let’s be honest—who among us hasn’t hovered near the bakery section, hoping for a bargain?
The pistachio craze: Why are prices so high?
So, what’s behind the pistachio price surge? The answer lies in a global trend that started with a viral Dubai chocolate bar.
Created by Fix Dessert Chocolatier, the ‘Can’t Get Knafeh of It’ treat—layers of crunchy kataifi pastry, pistachio cream, and glossy milk chocolate—took social media by storm. Suddenly, everyone wanted a piece of the pistachio action.
Swiss chocolate giant Lindt quickly followed suit, launching their own Dubai Style Chocolate for $20, and Krispy Kreme Australia released a limited-edition Pistachio Overload Doughnut that sold out almost instantly.
The demand for pistachios has skyrocketed, leading to a global shortage and, inevitably, higher prices.
According to nut industry insiders, chocolatiers and dessert makers are scrambling to secure enough pistachios to keep up with the trend.
Giles Hacking of CG Hacking told the Financial Times that the industry is ‘tapped out’ as a result of the viral craze.
Pistachio: The flavour of the moment
Pistachio has long been a hero ingredient in Middle Eastern desserts like baklava, but its recent rise to fame in Western treats is unprecedented.
From doughnuts to cakes to chocolate bars, pistachios are everywhere—and Australians can’t seem to get enough.
But with popularity comes scarcity, and scarcity means higher prices. So, while $40 for a supermarket cake might seem steep, it’s a reflection of the current pistachio mania.
Is it worth it? The verdict from our community
At the end of the day, whether you’re willing to fork out $40 for a pistachio cake comes down to personal taste and budget.
If you’re a die-hard pistachio fan or have a special occasion to celebrate, it might just be worth the splurge. If not, there’s always the classic mud cake—or you can wait for that yellow sticker and snap up a bargain.
Have you tried the Coles pistachio cake, or are you sticking to old favourites? Do you think $40 is too much for a supermarket dessert, or is it justified given the pistachio shortage? We’d love to hear your thoughts and experiences—share your comments below!
Also read: Coles’ jaw-dropping price jump exposed as receipt goes viral
