Joolies Debuts Date Sours at Expo West, Expanding the Role of Dates in Modern Snacking

Candy-inspired innovation preserves the soft, chewy essence of real organic dates — launching at Sprouts Farmers Market in May

Venice Beach, California (February 2026) — Joolies will debut Date Sours at Expo West, unveiling a bold, sour-forward twist designed to reimagine what dates can be.

Built on the foundation of Joolies' award-winning portfolio and recognizable packaging, Date Sours mark the brand's expansion into a bold new, sour-forward world within the Joolies universe, complete with playful characters and a confident "Sour Not Sorry" attitude—inviting both curious shoppers and loyal fans to experience dates differently.

Launching at Sprouts Farmers Market in May 2026, Joolies' Date Sours layer a vibrant sour finish over soft, chewy organic fruit with no added sugar and no sugar alcohols—creating a crossover moment between produce and confection while celebrating the benefits of dates, including being a good source of fiber, potassium, magnesium, and antioxidants.

Unlike candy-inspired snacks that rely on hard candy shells, Date Sours preserve the natural caramel-like sweetness and tender bite of a real date, brightened with a puckering twist. The result is nostalgic and fun, yet grounded in whole-fruit integrity and clean ingredients.

Joolies' Date Sours lineup includes:

• Blue Raspberry: bright, tart, and candy-forward

• Peachy: sweet and tangy, with peach-ring nostalgia

• Watermelon: juicy and refreshingly puckering

• Cherry Cola: bright cherry layered with classic cola-spice undertones

By introducing a sour-forward flavor occasion to the date aisle, Joolies brings new energy to a rapidly evolving dried fruit category, attracting candy-adjacent consumers while encouraging repeat purchases through bold flavor exploration.

"Date Sours are about expanding the role dates can play in modern snacking," said Greg Willsey, co-founder of Joolies. "We're taking an age-old fruit people already trust," added Amanda Sains-Harris, VP of Marketing, "and seasoning it with a little Joolies magic to give it cultural relevance—without losing what makes it a date."

Date Sours will be sampled and showcased at Natural Products Expo West at Booth N1709 in the North Hall, with retail rollout beginning at Sprouts in May and broader retail expansion planned throughout 2026.

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About Joolies
Joolies is "changing the date-ing game," bringing premium whole and pit-free dates and value-added date products to modern snackers nationwide. Sourced from trusted growing partners and packed with care from palm tree to package, Joolies' dates are naturally sweet, nutrient-dense, and minimally processed, delivering fiber, antioxidants, and sustained energy from real fruit.

From fresh Medjool dates to innovative snack formats like Date Pops and now Date Sours, Joolies is modernizing the date category and expanding consumption occasions. The brand is available in over 10,000 retail locations across the country, including Whole Foods Market, Target, Walmart, Sprouts, Albertsons, Safeway, Harris Teeter, and Ralphs.

Learn more at joolies.com.

Press Contact:
Heather Holmes
+1 (828) 332-5307
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