This fruit was the fig. It’s jammy and sweet. It’s got lots of fuel to excite the brain, too, with seventy-five calories each. And it delivers a sense of authenticity and ancient cultures, stirring and satisfying in us the “desire for something true and unique,” according to the flavor company that recently declared fig to be the hottest new processed food additive, the new pumpkin spice. Fig flavor is starting to find its way into breakfast cereal, energy drinks, chewing gum, and—wrapped with bacon and prosciutto—onto frozen pizzas. And like those before it, the key to its commercial success
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