Datekin looks to position itself as “quick and sustainable energy boost” through trial at selected stores in East Anglia
A new brand of pitted dates called Datekin is being trialled at selected East of England Co-op stores as British start-up Lama looks to shake up the healthy snacking category.
Lama rolled out its dates from 21 April with the aim of challenging overly processed dried fruit snacks and disrupting the sector.
Lama’s brand marketing manager Liam Allen confirmed that Datekin will be trialled in 37 East of England Co-op supermarkets and convenience stores across Norfolk, Suffolk and Essex.
The palm dates are of the Sukkari variety, which is a widely grown in Saudi Arabia, where the fruit is hand-selected before being shipped to Lama’s UK base in Leicestershire for pitting and packing.
The dates are sold with no water or additives and are being marketed for their health benefits. These include improving digestion, enhancing brain function, supporting bone strength, and promoting heart health.
Lama added that Datekin’s slow-releasing carbohydrates and natural sugars provide a “quick and sustainable energy boost”.
Datekin dates are priced at £1.49 per pack and come in home-compostable packaging.
East of England Co-op was founded in 2005 and is part of the larger UK Co-operative Movement, which is member-owned, with profits reinvested into the community or shared with members.
Allen said Lama is “thrilled” to be teaming up with the supermarket and says Datekin will be “strategically placed” in stores close to gyms and universities due to the product’s health benefits.
He added: “It is an exciting opportunity to introduce Datekin to a wider audience. We’re confident that customers will love the quality and taste of our Sukkari dates, and we look forward to seeing how this collaboration helps our brand grow.”
Thanks to Lama’s relationships with date farms in the Middle East, the British start-up recently revealed it was ramping up its manufacturing and supply chain capabilities to produce 10,000 packs per day so it can receive large orders.
As well as supermarkets, Lama is also in talks with independent retailers about stocking Datekin. The brand said it offers a “significant profit margin” of more than 50 per cent and extensive promotional and marketing support.
