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Date snack brand MyJool lands nationwide Waitrose listing

MyJool dates

MYJOOL ( is a delicious new sweet snack featuring three high-quality, 100% natural Medjool dates in a handy pack, offering busy, modern consumers a healthy, convenient snacking solution. 

The new brand is poised to shake up the UK snacking market by launching their first phase marketing campaign in Waitrose with a nationwide listing, aiming to provide those seeking a guilt-free, sweet natural snack with access to the Medjool superfruit. 

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With revenue in the UK Snack Food Market expected to grow annually by 2.92% (CAGR 2023-2028) and an anticipated volume growth of 0.7% in 2024, MyJool is confident that the launch of its fat free and naturally nutritious snack pack of dates will inject new life into the category and help it grab a slice of the market, plus fulfil demand from consumers. 

Tal Akerman, Marketing Director of MyJool, said: “MyJool wants to empower consumers to be able to make healthier and simpler snacking choices, whether they’re heading to the gym, feeling low on energy, or simply craving something sweet and guilt-free. We’re the leading expert in the Medjool Date variety, and although the market potential is big, there isn’t a handy and quick way to consume this delicious superfruit on the go in the UK, something we’re hoping to change with our new brand. We’re very excited to be able to bring MyJool to millions of UK consumers looking for a healthier snack option, through our nationwide Waitrose listing. The snack pack will also soon be available in coffee chains, fitness clubs, hotel etc.”

The European date market is estimated to be worth 0.5bn Euros, whilst chocolate sales are estimated at 42bn Euros.  The average person in the UK consumes 0.3kg dates per person and MyJool’s mission is to extract the date category from a traditional product niche to an ultimate sweet natural snack for diversified audiences. 

Medjool Dates are naturally sweet snacks, packed with nutrients, vitamins, and minerals. Dates are a great source of antioxidants, fibre, are fat free and provide one of your five a day.  

MyJool new on-the-go packs are available to buy in Waitrose stores from the 2nd October 2023 at a promotional price of 80p for eight weeks and then £1 thereafter.

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