A shift in consumer perception has propelled Medjool dates into the spotlight, largely thanks to Joolies, a brand that rebranded these fruits with appealing packaging. Since their launch in 2019, Joolies has seen significant growth, with date sales increasing 33% year over year. Dates are now featured prominently in various foods like protein bars and smoothies, drawing attention on social media. Despite their previously misunderstood status, dates are becoming popular snacks, benefiting from a wave of creative culinary uses that enhance their appeal.
"As a whole, the date category-us and our competitors-is up 33% year over year."
"They've always been kind of misunderstood," Amanda explained to me.
"We’re now in 6,000 to 7,000 doors," said Amanda Sains, marketing director and founding team member at Joolies.
Joolies wasn't just trying to sell dates-they were trying to rebrand them entirely.
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