People Are Having More Dates than Ever (No, Not That Kind)

The Trend: Dates — the decadently sweet fruit — have doubled in sales. At Ocado, a UK-based grocery retailer, medjool date sales are up 100% year-over-year, signaling a move away from ultra-processed sugary foods to more natural sweet treats. People are making “date bark” and other recipes to get their sugar fix without resorting to candy or other processed sweets. And companies like DateFix, which manufactures squeezable tubes of pureed dates (akin to running gels), are capitalizing on the trend.      

What People Are Saying: This trend comes as the overall attitude toward processed foods continues to sour, thanks to a growing body of evidence showing how harmful they really are to our health. Many people are singing the praises of dates as a healthier snack alternative, citing their high fiber and antioxidant content.

What to Know: It’s important to realize that dates still contain a high amount of sugar and are calorie-dense. Date-based recipes “may offer more fibre and micronutrients than traditional sweets, but they’re still ‘treats,’” one nutrition expert told The Guardian. Moderation remains key.