NEW pitted dates healthy snack brand Datekin is being trialled at East of England Co-Op in 37 stores across three counties.
British start-up business LAMA confirmed their caramel-tasting Sukkari dates which were launched in March to ‘disrupt’ and challenge ‘over-processed’ dry fruit alternatives will be rolled out across the branches from April 21.
The dates are hand-selected in Saudi Arabia and conveniently pitted unlike most dates in fruit and vegetable aisles, before being packed from LAMA’s UK base in Leicestershire. Datekin is priced at £1.49 per pack and presented in sustainable home compostable packets.
Liam Allen, Brand Marketing Manager at LAMA, says Datekin – which has been described as ‘nature’s original sweet treat’ – will be trialled in 37 supermarkets and convenience stores across Norfolk, Suffolk and Essex.
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.
Mr Allen says LAMA is ‘thrilled’ to be teaming up with the supermarket and says Datekin will be ‘strategically placed’ amongst stores that are close to gyms and universities because of the product’s health benefits.
Sukkari dates are vegan, gluten-free and the only ingredient in Datekin is the date with no water or additives added. The dates are packed full of vitamins and minerals which have long been associated with improving digestion, enhancing brain function, supporting bone strength, and promoting heart health.
Datekin’s slow-releasing carbohydrates and natural sugars provide a quick and sustainable energy boost which ‘nourish, fuel and satisfy without compromise’ according to LAMA.
Mr Allen said: “We’re delighted to be partnering with East of England Co-Op for this trial. 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.”
Due 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 in order to receive large orders.
As well as supermarkets, LAMA is also in talks with independent retailers about stocking Datekin and offers a ‘significant profit margin’ of more than 50 per cent and extensive promotional and marketing support.
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