Joolies, a leading California-based date brand, announced the nationwide launch of Date Sours, a new healthy sour candy alternative made from organic dates, now available exclusively at Sprouts Farmers Market. The product will debut on the Sprouts Forager Table to start with permanent in-line shelf placement already confirmed after the 90-day Forager window closes.

Natural Delights is making a strategic shift in its business model to further support and grow domestic demand. As part of this evolution, the company will refocus its distribution primarily on the U.S. market while continuing to invest in category growth and consumer engagement nationwide.

California Dates created memorable moments throughout Palm Desert Food & Wine 2026, beginning with an immersive farm tour on March 19 that brought media and guests into the heart of date country.

California Dates has announced a new sports brand ambassador partnership with tennis legend, Grand Slam champion and International Tennis Hall of Famer Michael Chang, celebrating the power of naturally sweet, nutrient-rich California Dates for athletes, fitness enthusiasts and active families.

Joolies is expanding national distribution of its Date Pops product line into Whole Foods Market, Sprouts, Meijer, The Fresh Market and Hy-Vee. The expansion marks a significant milestone in scaling one of the fastest-growing value-added date formats at retail.

The new placements build on an already robust lineup of more than 45 retail banners, including Target, Walmart, Albertsons, Safeway, Ralphs, Wakefern, Thrive Market and regional independents — positioning Date Pops for continued ACV growth in 2026.

As Muslim shoppers begin preparing for Ramadan, Natural Delights is encouraging retailers to begin merchandising dates the first week of February to meet rising demand ahead of the holiday, which begins Feb. 17 this year. With dates playing a central role in Ramadan traditions, early, prominent displays ensure shoppers can stock up before the start of daily fasting, while also capturing incremental sales tied to Super Bowl entertaining, when shoppers are building baskets for gatherings and game-day spreads.