Generic Medjool dates in box close up

Waitrose customers appear to be taking some of their New Year's resolutions seriously.

Medjool date sales are up 16 per cent at the start of the year, with avocado sales increasing by 19 per cent at the retailer.

Jonathan Moore, Waitrose executive chef, said: “Interest in food and drink that’s good for you has officially hit the mainstream, thanks to great-tasting alternatives and inspiration from a new generation of foodies who are changing the way we eat. It’s great to see customers increasingly enjoying foods that we’ve known for some time are good for you and using them in different ways – we can only see this as a trend that’s set to continue.”

Moira Howie, the retailer's nutrition manager, added: “The perception of healthy eating has become much more positive and it’s not just those with intolerances or allergies who are opting for ‘wheat-free’ options – shoppers are increasingly seeking out alternative grains as a nutritious and tasty way to broaden out the diet.”

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