This image of a small, oblong box of dates, with its bold, slightly cheeky branding, is a delightful piece of food packaging nostalgia. The label, featuring the bright red and yellow text "EAT ME" in a prominent, block font, is instantly memorable and injects a sense of playful irreverence into what is otherwise a simple, traditional snack.
This particular packaging, likely dating from the mid-to-late 20th century, captures a distinct era of design: bright, high-contrast colours, minimal graphics, and direct, punchy text. The image of the plump, glistening dates—specifically the Deglet Nour variety, described as "THE FAVOURITE DELICIOUS DATES"—is appealing, suggesting a sweet, energy-rich treat.
A Cultural Staple
Dates, regardless of their branding, hold a special place in the British larder, often associated with festive seasons, traditional baking, and simple, unfussy snacking. They were a common ingredient in Christmas puddings, sticky toffee puddings, and date and walnut loaves. The format of this box—small, solid, and easily stored—suggests a convenience item meant for direct consumption or perhaps for cutting up into a recipe. The manufacturer, Micasar from France, points to the international trade that brought these sweet fruits to British tables, with instructions to "STORE IN A COOL AND DRY PLACE."
The phrase "EAT ME," however, is the real star of this packaging. While obviously a straightforward instruction, its directness—and its subtle, almost literary connection to Alice in Wonderland—gives the product a memorable character. In a crowded market, the bold command makes the product jump out, almost daring the consumer to indulge. This kind of simple, provocative branding is highly effective, turning a common food item into a novelty.
The Appeal of Simple Energy
Before the rise of highly processed energy bars, dates served as a natural, portable source of energy. They are high in sugar (glucose syrup is listed in the ingredients), offering a quick boost, and their natural sweetness is deeply satisfying. The black and red box, with its yellow and white text, wasn't selling a health fad; it was selling quality and straightforward satisfaction. The "EXTRA QUALITY" banner emphasizes the product's focus on simple, high-grade ingredients: dates and glucose syrup.
For those who remember seeing this box on a supermarket shelf or in a corner shop, the image is a warm flash of nostalgia. It represents a time when product packaging was often less sleek and more direct, favouring bold aesthetics over subtle design. It is a reminder that some of the best foods are the ones that have been around for centuries, requiring only a clear, concise invitation: "EAT ME."
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