Israelis will eat 30 million hamantashen this Purim, according to the Manufacturers Association of Israel. That's about 30 percent more than last year, despite an 8% rise in price, attributed to the recent spike in global food costs. The triangular Purim pastry recalls the three-cornered hat worn by the arch-villain Haman. It has moved beyond the original poppy-filled variety; this year, the most popular filling is chocolate, which the Manufacturers Association says accounts for some 12 million of the 30 million total. Other popular fillings include date, apricot, strawberry and nuts. The "hamantashen season" began nearly two months ago. According to the Manufacturers Association, Israeli hamantashen consumption is generating record revenues of an estimated NIS 36 million. Prices range from NIS 26 to NIS 35 per kilogram, with most customers taking home 400-500 grams of the pastry. Gourmet varieties are becoming increasingly popular. New twists include the black and white hamantashen with a mix of two pastry doughs, together with prune and coffee fillings. The newest trend is healthier hamantashen; 1.5 million are being produced with whole wheat, reduced or zero sugar, and all natural ingredients. One way of cutting down on calorie intake this Purim (other than simply eating fewer hamantashen) is to go for the "mini" variety, which contains 25-30 grams of pastry instead of the standard 40 grams.