Uber scrambles drivers to feed Beirut's #Janerik fever

To unfamiliar readers, janerik is much more than a snack. It is an addiction, if not an obsession, and Levantines from Lebanon to Jordan take this 'hummus of the fruit world' very seriously.

The author has seen Levantine expats on social media so desperate to get their hands on janerik, hard to find outside the Levant, beg for friends to bring in a kilo - or several crates - of the stuff with them on a plane (we cannot vouch for whether this is legal or not).

Janerik have also fuelled internet memes and hashtags in homage to the much-craved green balls.

So it's not a surprise that businesses are capitalising on the janerik craze to market their goods and services. On Monday, controversial ride-hailing app Uber launched a scheme to deliver janerik (complete with salt) to its users.

"Ever wish that there was a button you could push and janerik would magically appear? Well, this Wednesday’s your lucky day," read an announcement on Uber Lebanon's website.

"To bring in the season, we are delivering fresh Janerik to you via the Uber app. That’s right, 1KG of Janerik (and salt of course!).

"Demand will be high but don’t give up!" Uber Lebanon hastened to add.

Uber launched its services in Lebanon in 2014 and has since engaged in several local marketing stunts, including driving voters to polling stations in the municipal elections last year.

Other taxi-hailing apps in Lebanon include Careem, and several locally based services such as Allo Taxi and Taxi Premiere.

None of them have yet bought into the janerik craze, however.