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Instead of reaching for biscuits or chocolate to “combat the 4pm slump”, people are turning to a “more natural sweet alternative: dates”, said The Guardian.

The wrinkled fruit has been “thrust into the snacking spotlight” thanks to a slew of viral online recipes and a growing demand for alternatives to ultra-processed foods. Ocado reports that sales of Medjool dates have soared by 100% year-on-year and searches for date butter have shot up by 458% over the same period.

Some fitness experts are suggesting their followers swap “additive-laden” protein bars for energy balls made with a mix of dates, nuts and oats. And TikTok is bursting with ideas for comforting yet nutrient-dense snacks like “sticky fried dates drizzled with olive oil and served with tangy yoghurt”.

First cultivated in the hot, arid climates of the Middle East and North Africa, “dates have had a place in culinary culture for millenniums”, said The New York Times. Traditionally used to break the fast during Ramadan, they are a staple ingredient in everything from tagines to sticky toffee pudding.

With more consumers interested in adding fibre to their diet, dates are “emerging as a simple vehicle for the macronutrient”. One serving of dates (around two to three large Medjools) contains about 5g of fibre – “a helpful step towards the daily recommendation of 25g per day for women and 38g for men”.

Brands like Date Better are opting for “bold flavour choices” to stand out in the crowded market. Varieties include dates stuffed with cashew butter, coated in chocolate infused with lime and dotted with toasted quinoa “for texture”.

But it’s important to “manage your health-related expectations” if you’re reaching for a jazzed-up version of the fruit. “If it’s stuffed with peanut butter and covered in chocolate, enjoy it!” said nutritionist Maya Feller. “But don’t think it’s going to support gut health. Right? That’s a dessert.”

If you don’t want to splash out on pricey on-the-go packaged snacks, consider adding the fruit when baking cakes, said The Times. Dates can be “chopped or blended” and “stirred through the batter instead of sugar, substituting the weights like-for-like”. They also make a delicious caramel sauce: simply soak them in boiling water before “blending them with butter” and “adding enough hot water until you have a smooth sauce”.

Dates aren’t only suitable for sweet treats, though. “I do a simple but brilliant lemon, chickpea, feta and date traybake,” said author and cook Melissa Hemsley. “The sweetness of the roasted dates with the salty feta is amazing. I’ll have that in a wrap or toss it into a warm salad. It’s perfect.”