MYJOOL: The new brand bringing dates to the snack shelf

The following article was published originally in July 2023. We are sharing it now for your perusal, but take into account that the following information may be outdated. 

Cooperative Date Palms, one of Israel's largest date growers, is launching MyJool - a fresh and trendy date brand. MyJool products include 100% natural Medjool dates, initially marketed in on-the-go individual packs weighing 50 grams containing approximately three dates, as well as 600-gram and 400-gram packages. These products can be found at Dor Alon Group (Alonit mini-market chain and AMPM). Additional products will be launched in the series soon.

MyJool dates are packaged in vibrant and youthful branding, resonating with sports and lifestyle worlds. The brand's packaging is touch-free and 100% recyclable.

According to Tal Akerman Tabakman, Date Palms' Marketing Vice President, "The use of completely natural dates, in ideal snack-sized packaging for on-the-go consumption, has created a new product that did not exist in Israel until now, and likely not elsewhere in the world, effectively moving dates from the dried fruits category to another new place - among sweet snacks." The new brand utilizes export-quality fruit, in a size not previously sold in Israel. It is 100% natural and combines content worlds of sports, lifestyle, culinary, and pure fun.

"The contemporary international branding makes the date, this amazing super fruit, accessible to many people worldwide, allowing new audiences to taste and fall in love with nature's treat. We now target a young and fresh audience, emphasizing what matters to them through convenient packaging, colorful and modern branding, and completely natural dates, while connecting to new content worlds, proper nutrition without artificial ingredients, product transparency, sustainability, and recycling,"

Yaniv Cohen, Date Palms CEO: "Israel is considered the number one exporter of Medjool dates globally, with Date Palms being the largest and leading company in this sector, and holding a significant share in Israel's date exports. The European date market is estimated at half a billion euros annually, while the chocolate category is estimated at 42 billion euros annually. Therefore, our goal is to elevate the date from a traditional ethnic food to its rightful place as a natural alternative to sweet snacks suitable for various diverse audiences."