If you’ve been anywhere near Australian food circles lately, you’ve probably heard the name Pistachio Papi. What started as a single Melbourne-based idea has become the spread everyone is hunting for — with shoppers reportedly offering hundreds of dollars to skip the queue at pop-up stores. Here’s the full story of how a niche pistachio cream made its way onto supermarket shelves across the country.

4 related posts

Launch Date: May 2025 ·
Initial Sell-Out: 3,500 jars in 4 minutes ·
Woolworths Rollout: Over 1,000 stores ·
Creator: Mark Abdelmalik ·
Retail Price: $12 per jar

Quick snapshot

1Confirmed facts
2What’s unclear
  • Whether Coles has nationwide availability
  • Details on bulk 5kg packaging options
  • Specific timeline for international expansion
3Timeline signal
  • Italy discovery → May 2025 launch → November 2025 cult status → mid-2025 Woolworths rollout
4What’s next
  • Wider retail distribution expected
  • International markets planned
  • Continued brand collaborations likely

The table below summarises the verified product specifications, pricing tiers, and key milestones for Pistachio Papi across its Australian market launch.

Fact Detail
Launch Month May 2025
Creator Mark Abdelmalik (Melbourne)
Co-founder Christina Sikalias
First Sales 3,500 jars in 4 minutes
Time to Cult Status 6 months
Woolworths Stores Over 1,000 nationwide
Smooth Spread 200g jar, 16% pistachio content
Crunchy Spread 180g jar, 23% pistachio content
Woolworths Price $12 per jar
Pre-Woolworths Price $20+ via Shopify

When did Pistachio Papi launch?

Pistachio Papi officially launched in Australia in May 2025, founded by Melbourne-based entrepreneur Mark Abdelmalik and his wife Christina Sikalias. The couple identified a gap in the Australian market for pistachio-flavoured products after Abdelmalik discovered the spread during travels in Italy Hill Street Grocer brand profile. Within just six months of launch, the brand had achieved cult following status Food Magazine Australia launch report.

Initial launch details

The brand began selling through its Shopify store at $20+ per jar before any major retail partnerships were in place. At the first Sydney pop-up store, demand was so intense that Sydneysiders offered $300 on Airtasker to queue on behalf of buyers Food Magazine Australia launch coverage. The spread sold 3,500 jars in just four minutes during the launch period Food Magazine Australia initial sales data.

Sales records at launch

The initial sell-out performance set the tone for what would become one of the most talked-about food launches in recent Australian history. Following the Sydney success, the brand planned a pop-up store in Adelaide in December Food Magazine Australia event planning. The rapid conversion from online-only to physical pop-up events demonstrated the strong grassroots demand driving the brand.

Bottom line: Pistachio Papi went from unknown to cult status in half a year, with launch sales numbers that signalled a level of consumer demand rarely seen for a niche specialty spread. The implication for retailers is that early partnerships with viral brands can yield significant foot traffic and media attention.

Who created Pistachio Papi?

Mark Abdelmalik is the founder and creator of Pistachio Papi, based in Melbourne, Australia. Alongside his wife Christina Sikalias, Abdelmalik spotted an opportunity to bring the Italian-style pistachio spread concept to Australian consumers Hill Street Grocer founder interview. The couple built the brand from the ground up, starting with their Shopify store before pursuing mainstream retail distribution.

Mark Abdelmalik background

Abdelmalik discovered pistachio spread while travelling in Italy and recognised that no comparable product held significant market presence in Australia Hill Street Grocer origin story. His background as a Melbourne entrepreneur positioned him to capitalise on the growing Australian appetite for premium, Instagram-worthy food products. The brand has since collaborated with notable names including Yochi, Krispy Kreme, and Muscle Nation The Food Guys Podcast creator interview.

The upshot

Mark Abdelmalik identified a gap that larger food manufacturers had overlooked, then moved quickly from idea to cult product — a playbook more commonly seen in tech startups than in the specialty food aisle.

From niche dessert to national craze: The story of Pistachio Papi’s rapid rise

Pistachio has become a global food trend, appearing in desserts, croissants, and ice cream worldwide Planet Food News industry analysis. Pistachio Papi rode this wave precisely, transforming what could have remained a novelty product into a nationwide phenomenon. The brand’s rise from Shopify pop-up to Woolworths distribution across over 1,000 stores happened remarkably quickly Planet Food News retail rollout report.

Viral spread journey

Social media played a central role in building the brand’s following, with queues at pop-up stores generating significant online buzz. The willingness of Sydney shoppers to pay $300 for queue-skipping arrangements on Airtasker Food Magazine Australia social media coverage signalled a level of demand that would inevitably attract major retailer interest.

Expansion to Australia

The transition from direct-to-consumer online sales to Woolworths distribution marked the brand’s entry into mainstream retail. At $12 per jar, the Woolworths price represents a significant reduction from the $20+ Shopify pricing Planet Food News pricing analysis. The brand is also expanding into international markets including Malaysia, Singapore, Dubai, and Hong Kong Planet Food News international expansion.

Why this matters

Pistachio Papi’s journey from $20+ online-exclusive to $12 supermarket staple demonstrates how viral food brands can transition to mainstream retail without abandoning their premium positioning — provided demand sustains.

The brand’s rapid scaling from Shopify to 1,000-plus Woolworths stores shows how viral food products can capture mainstream retail attention faster than ever before.

— Planet Food News (specialist food industry publication)

Sydneysiders were so desperate to get their hands on the spread that people were literally paying $300 to skip the queue — that kind of demand is unprecedented for a niche food product in Australia.

— Food Magazine Australia (food industry outlet)

Where can I buy Pistachio Papi spread?

Pistachio Papi is now available at Woolworths stores across Australia, with the product rolled out in over 1,000 locations nationwide Planet Food News retail distribution. The spread comes in two varieties: smooth (200g jar, 16% pistachio content) and crunchy (180g jar, 23% pistachio content) Woolworths Australia product listingWoolworths Australia crunchy listing. Both are priced at $12 per jar Planet Food News confirmed pricing.

Availability at Woolworths

The Woolworths rollout represents the brand’s most significant retail milestone, placing the product in front of millions of Australian shoppers who may never have encountered it through pop-up events or social media. The official brand website (pistachiopapi.com.au) continues to offer the product and serves as the primary point for locations not yet covered by Woolworths.

Coles and other stores

Whether Coles has nationwide availability for Pistachio Papi remains unclear based on available sources. Select independent grocers and specialty food stores have also carried the product at various points, particularly during the brand’s early pop-up phase. Interested buyers should check directly with individual stores or the official website for the most current stockist information.

Online options

The official website remains the primary direct-to-consumer channel for Pistachio Papi, though the Woolworths partnership now provides the most accessible retail pathway for the average shopper.

Bottom line: Woolworths is currently the primary mainstream retail option for Pistachio Papi across over 1,000 stores, with the official website offering a backup ordering option for those outside retail coverage areas. Shoppers outside Woolworths coverage zones should check the brand website for stockist updates.

Is pistachio spread good for you?

Pistachio spreads like Pistachio Papi offer some nutritional benefits associated with pistachio nuts, including healthy fats and protein, but they also contain added sugars and palm oil that consumers should consider. A 10g serving of Pistachio Papi smooth spread provides 247 kJ of energy Woolworths Australia nutrition data. The smooth variety contains 16% pistachios by weight, while the crunchy version contains 23% Woolworths Australia smooth spread detailsWoolworths Australia crunchy spread details.

Health benefits

Pistachios themselves are a source of antioxidants, fibre, and heart-healthy fats. When consumed in moderation as part of a balanced diet, pistachio-based products can contribute these benefits. The smooth spread is made with Italian pistachios Woolworths Australia ingredient listing and contains sustainably sourced palm vegetable oil Woolworths Australia palm oil sourcing.

Daily consumption limits

Health professionals generally recommend limiting nut spreads to controlled serving sizes given their calorie density. The smooth spread offers 20 servings per 200g pack Woolworths Australia serving count, while the crunchy variety provides 18 servings per 180g jar Woolworths Australia crunchy serving data — roughly one to two tablespoons per serving.

What to watch

Both Pistachio Papi varieties contain milk, soy, and pistachio allergens Woolworths Australia allergen infoWoolworths Australia crunchy allergen data. Anyone with allergies to these ingredients should avoid the product entirely.

Related reading: What Is Kefir · Tom Yum Soup

Pistachio Papi’s quick rise includes fan-favorite cheesecake gelato availability in Woolworths freezers, building hype ahead of the spread’s May debut.

Don't miss these

Frequently asked questions

Is the Pistachio Papi donut limited edition?

Pistachio Papi has collaborated with Krispy Kreme and other brands on donut products. Limited edition releases have occurred during specific promotional periods, and the brand continues to pursue new collaborations. Check the official website for current availability.

Is pistachio spread like Nutella?

While both are nut-based spreads, Pistachio Papi differs significantly from Nutella. It uses Italian pistachios as the primary flavour (16–23% by weight) rather than hazelnuts, and carries a distinctly green colour and flavour profile. Nutella is far more widely distributed and significantly cheaper, while Pistachio Papi remains positioned as a premium specialty product.

Is pistachio spread healthier than Nutella?

Pistachio spreads offer some nutritional advantages over Nutella due to pistachios’ higher antioxidant content and lower sugar density in pure form. However, the specific nutritional profile of commercial spreads varies by brand and formulation. Neither product should be considered a health food, and serving sizes should be observed for both.

What happens if I eat 20 pistachios a day?

Twenty pistachios (approximately 30g) represents a reasonable daily serving that provides healthy fats, protein, and fibre without excessive calories. Pistachio spreads are more calorie-dense per spoonful than raw nuts, so the equivalent serving would be considerably smaller in spread form.

Who should not eat pistachio nuts?

Individuals with tree nut allergies — including pistachio allergies — should avoid Pistachio Papi entirely. The product also contains milk and soy allergens Woolworths Australia allergen warningWoolworths Australia product details, making it unsuitable for those with milk or soy allergies as well.

Where did pistachio spread originate?

Pistachio-based spreads have origins in Middle Eastern and Italian culinary traditions, where pistachios are a prized ingredient. The specific Pistachio Papi product was created by Mark Abdelmalik, who discovered the concept during travels in Italy and brought it to the Australian market Hill Street Grocer brand origin.

Is Pistachio Papi gluten-free?

Pistachio Papi’s ingredients do not include gluten-based grains, but the brand has not specifically marketed the product as gluten-free certified. Consumers with coeliac disease or severe gluten intolerance should contact the brand directly to confirm current production processes and potential cross-contamination risks.

For Australian shoppers who’ve watched the hype build for months, Woolworths availability finally makes Pistachio Papi accessible without queue-jumping or inflated resale prices. The question now is whether the brand can sustain demand as the initial novelty fades — and whether international expansion plans will dilute the cachet that made it desirable in the first place.