Instead of reaching for a customary biscuit or chocolate bar to combat the 4pm slump, people are increasingly turning to a more natural sweet alternative: dates. The sweet fruit has been propelled into the snacking spotlight by a combination of viral recipes on social media, growing awareness about fibre intake, and rising demand for alternatives to ultra-processed foods.
Surge in Sales and Searches
At Ocado, sales of medjool dates have doubled year-on-year, while searches for date butter and chocolate dates have skyrocketed by 458% and 135% respectively. This trend reflects a broader shift towards whole food indulgence, according to Nichola Ludlam-Raine, author of How Not to Eat Ultra-Processed and a spokesperson for the British Dietetic Association. She notes that consumers still want comforting snacks but are seeking versions perceived as more natural or nutrient-dense. Dates, with their caramel-like texture and nutritional benefits such as fibre, potassium, magnesium, and antioxidants, satisfy those demands.
Viral Recipes and Creative Uses
Dates paired with peanut butter and dark chocolate are being hailed as an alternative to confectionery treats. Fitness experts propose making energy balls by blending dates with nuts, oats, and plant-based protein powder, while TikTok features recipes ranging from dates stuffed with salted butter to sticky fried dates drizzled with olive oil and served with tangy yoghurt. Lizzie Haywood, trend innovation manager at Waitrose, describes dates as a versatile canvas for indulgent fillings; searches for recipes for no-bake Medjool date, pretzel, and peanut butter squares at Waitrose are up 60%.
Cultural Significance and Global Sourcing
Dates hold significant cultural importance, particularly in Islamic culture where they are traditionally used to break fast during Ramadan. Ayesha Erkin, author of the recipe book Date of the Day, became known as the date girl after reading about how the prophet Muhammad paired fresh cucumbers with dates. Most supermarkets sell medjool dates sourced from the Middle East, North Africa, and Israel. Erkin, who runs date-tasting workshops, recommends Ajwa dates from Saudi Arabia for their rich liquorice flavour and Sukkari dates, which are caramel-like and go well with coffee.
Impact of Conflict on Production
In Palestine, date production has been severely impacted by the Israel-Gaza war and illegal Israeli settlements. Last year, Palestinian food brand Zaytoun reported a 50% increase in sales, attributed to customers seeking out its olive oil and dates to show solidarity with Palestinians in Gaza and the West Bank.
Health Considerations
Ludlam-Raine emphasises nuance when assessing whether date-based snacks are healthy. While these recipes may offer more fibre and micronutrients than traditional sweets, they remain treats. Ultimately, balance is key.
