Naturally caramel-flavoured Datekin set to offer point of difference in the category
A new pitted dates healthy snack brand has launched in the UK with a promise to “disrupt” the sector and challenge “over-processed” dried fruit alternatives.
Datekin is the first product range to be introduced by British startup LAMA, which said it is on a mission to bring “fun” and “unique” snacks from around the world to market.
The multi-nutrient Sukkari dates offer a natural caramel flavour and are hand-selected from Saudi Arabia but, unlike most dates that include stones, the dates are conveniently pitted.
Datekin is being pitched as “nature’s original sweet treat” and is priced at £1.49 per pack, and extensive nationwide sampling campaigns are now underway. The brand says it is in talks with supermarkets and independent retailers, with Datekin expected to be on shelves soon.
Dates, which are derived from the date palm tree, are popular in the Middle East and eastern parts of the world and have long been associated with numerous health benefits. These include improving digestion, enhancing brain function, supporting bone strength, and promoting heart health.
Sukkari dates include essential nutrients and are packed full of vitamins, minerals and fibre, and the slow-releasing carbohydrates and natural sugars found in the fruit provide a quick and sustainable energy boost, according to LAMA.
Liam Allen, brand marketing manager at LAMA, said Datekin – which is also vegan and gluten-free – is a “guilt-free” snack that customers can “indulge in every bite knowing it’s good for them.”
He added: “We’re proud to introduce Datekin to the snack market. Our dark golden Sukkari dates offer a naturally creamy, caramel flavour and chewy texture that differentiates them from other dates.
“We’re here to challenge the over-processed snack landscape and help people reconnect with what’s real. At Datekin, we believe in the superpower of simplicity.
“Our hand-selected dates are nature’s original sweet treat, reminding snackers that true satisfaction doesn’t need reinvention – it just needs to be rediscovered. We don’t believe in adding to what nature has already perfected. Our dates offer a unique taste which not currently in the marketplace that nourishes, fuels, and satisfies without compromise.”
Datekin has also been designed with sustainability in mind, the company said. The product is packed in the UK, and presented in sustainable home compostable packaging which breaks down in compost leaving no waste but nutrient-rich soil.
Allen added: “We exclusively use Sukkari dates which are pitted, conveniently packaged ready to go wherever you do, making healthy choices easy and enjoyable.”
