Pregnancy is a journey filled with anticipation, change, and an endless list of things to think about - including how to nourish your body in the final weeks before birth. That’s where Final Dates comes in. Founded by Ananda, a new mother with a background in food publishing, Final Dates was born from her own experience of eating dates in late pregnancy - a natural ritual believed to support a smoother labour. What began as a personal discovery soon became a purposeful brand: a range of indulgent, chocolatey date truffles crafted specifically for mums-to-be, blending science-backed benefits with a touch of everyday luxury.
In this Q&A, Ananda shares how her brand came to life, the research behind dates and labour, and why she believes mothers deserve to feel just as special as the moments they’re preparing for.
Ananda, Can you tell us the story behind Final Dates and what inspired you to create a brand designed for mums-to-be?
FINAL DATES came about from my own pregnancy journey. In my last month of pregnancy, I ate so many dates, in many different ways, with the aim of reaping the benefits that are linked to a smoother labour.
But it felt like another thing to think about, and it gets boring eating a handful of dates a day - no matter if you add it to the same smoothie or porridge. I remember the moment the idea came to me so vividly: It was in the first few weeks of motherhood, and I was feeling grateful for the dates I ate because I do think it positively contributed to my labour, while remembering how the last few weeks of being pregnant I was left constantly wondering if whatever I was doing was going to be the last time before the baby would come - a common thing I noticed with friends.
So, taking that and mixing it with my professional background in food, I was quickly dreaming up ways to make dates easier and more enjoyable to eat towards the end of pregnancy, while simultaneously wanting to make the soon-to-be-mama feel really, really special. I wanted to create something I would’ve loved to have been gifted or have found for myself when I was pregnant that eats like a treat but has a purpose and benefits too.
How did you discover that dates could support women in the final weeks of pregnancy, and what made you turn that insight into a business?
At first, it was just something I often heard through friends who had kids before me when they were in their last few weeks of pregnancy and preparing for birth. And then when I was pregnant, it was often mentioned to me by other women, or I’d come across the tip in articles I’d read, some just about preparing for birth, others from doulas. My doula also recommended it, and my partner and I took a birthing prep class, and the yoga instructor literally passed a bowl of dates around. Once the idea came to life, I went deep into the research, including clinical trials and scientific papers.
Can you explain the research and science behind eating dates in late pregnancy and how it may support labour and childbirth?
Yes, but let me preface by saying that I’m not a researcher or a medical practitioner, just someone who went deep into the research to understand the link between dates and labour with a big idea to make eating dates fun, convenient, and super tasty, especially for pregnant women already leaning into dates for labour prep.
Several clinical studies have shown that women who ate 70-76 grams of dates a day - which are about six of the small kind, such as Deglet Noor, to about three of the larger ones, like Medjool dates, from around 36 weeks tended to have a shorter first stage of labour, increased cervical dilation, and were less likely to need medical interventions, like being induced. The primary theory is that dates contain natural compounds that may mimic oxytocin - the hormone that helps kickstart and progress labour.
When a woman is at term, her body naturally increases the number of oxytocin receptors in the uterus, making it more sensitive to oxytocin. This leads to more effective and efficient contractions, which in turn can lead to a shorter labor, but it’s important to note that eating dates won’t cause labour to start prematurely. So women with a planned C-section could still indulge and take advantage of dates’ (and our truffles) other natural benefits like fibre, potassium, and magnesium, which are all overall helpful. Of course, more research would be valuable and is always welcome, but the early evidence is promising and supports the tradition of using dates for late pregnancy.
Why are Medjool dates at the heart of your product, and what makes them so beneficial compared to other natural snacks?
Medjool dates are plump and magically taste and smell like caramel. I chose to create FINAL DATES with Medjool dates because of their meaty flesh and high flesh-to-skin ratio, and they are one of the top varieties of dates for their nutritional density.
How do you balance indulgence and purpose - creating chocolate truffles that are both a treat and a functional food for mums-to-be?
I really wanted to create something that tastes decadent and feels indulgent, while leaning into the power of dates to make it easier and more enjoyable for pregnant women to reach the suggested handful of dates a day. I was obsessed with the idea of making them taste like chocolate truffles, and be experienced like chocolate truffles, just as if you were actually opening a box of chocolates, but I meticulously developed the core product to be made of mostly dates – the truffles are actually over 70% dates but taste like dark chocolate with a subtle hint of caramel and no nasties! So there are no additives or preservatives, and it’s important to me to use high-quality ingredients, like organic dates and chocolate.
How do you source your ingredients, and why is sustainability and quality important for Final Dates?
I’ve spent an insane amount of time ensuring the ingredients are top-notch. I also make sure the supplier I work with supports ethical and sustainable companies while also committing to their own sustainable practices. Even in our packaging, which is all recyclable, with some bits like our stickers being biodegradable. It’s important to me that the brand continues on this path as it grows, especially since the women consuming it are raising the next generation.
What feedback have you had from expecting mums who have tried Final Dates during their pregnancy?
They love it! They want a bigger box. They want even more dates per truffle; right now, it’s about one Medjool date per truffle. They love that the truffles taste decadent without being over the top, and that they satisfy their sweet tooth, but with benefits. Which is my exact intention! And many have shared, while rolling their eyes, that their partner finished their box, or their kid wanted more than just one– that also makes me really happy.
Do you see Final Dates being used beyond pregnancy, perhaps as a healthy postpartum snack or general wellness treat?
Yes! Our next product is with new mothers in mind. And actually, our current chocolate date truffles can be enjoyed as a postpartum treat too, since they are high in fiber and can help against constipation, and can provide an energy boost as well. Dates really are a superfood.
How do you want women to feel when enjoying Final Dates during their pregnancy journey?
I want women to feel extra special that something was crafted just for them to enjoy. (Without having to worry about what is in it, or searching online if she can eat xyz ingredient.) Growing a human is no easy feat, and reaching the finish line of pregnancy should be celebrated– she should be celebrated, whether enjoying a box as a form of self-care or receiving one as a gift. It’s often all about the baby, but what about the strong woman in this transitional stage of life?!
What exciting new products or flavours can we expect from Final Dates in the future?
We’ll soon have a subscription service so you don’t even have to think about ordering every week, and our product for new mums will launch in early 2026! You can join the waitlist on our site at finaldates.co.uk and follow us on Instagram @final.dates for updates
Final Dates isn’t just a snack - it’s a celebration of motherhood, nourishment, and self-care. Each truffle is a small act of love, created to make the final weeks of pregnancy feel a little more indulgent, a little more supported, and a lot more delicious.
With a growing community of mums-to-be already singing their praises (and partners sneakily stealing a truffle or two), Ananda’s vision continues to evolve - with new launches, a subscription service, and postpartum treats already in the works.
