Why Is Everyone Suddenly Obsessed With Lavashak?

No matter what social media algorithm you’re currently entrapped by, you have likely come face-to-screen with lavashak, a Persian-style fruit leather that most closely resembles the American fruit roll-up, despite its very different flavor profile.

Photos and videos of colorful plates filled with the rolled-up, sticky treat—often drowned in pomegranate seeds—make for perfect social media fodder, with commenters either expressing their devotion to the newly discovered snack or curiously asking what, exactly, the food consists of.

Just as is the case with many Middle Eastern-adjacent culinary treats, the specific origins of lavashak aren’t definitively known, but they point to Iran, where the snack has been regularly consumed by the masses for, by some estimates, over 1,000 years.

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