YUMA, AZ - Hear ye, hear ye! One prominent supplier is declaring 2023 the year of the date. With the support of Whole Foods’ newest trend report, 2022 year-end IRI data, and consumer focus group results, Bard Valley Natural Delights® is primed for a year spotlighting the use of Medjool dates.
“One of the most valuable data points to share with our retail partners is repeat purchases,” said Natural Delights Director of Marketing David Baxter when referencing the various pieces of data backing dates. “Brand loyalty is something we’ve worked on diligently, and it is what we believe sets us apart and encourages higher consumption within the category.”
Whole Foods recently named Medjool dates one of its Top Food Trends for 2023, and Natural Delights attributes that to the consistent uptick in the category over the last five years and use of Medjool dates in trending social media posts.
According to IRI scan data (52 weeks ending 1/1/23), Natural Delights is outpacing category volume growth by 61 percent, a press release stated. The brand also had one of the highest repeat purchases by a 20 percent margin, IRI panel data over the same period showed.
The press release also cited focus groups conducted in November by third-party Moms Meet℠, in which respondents selected Natural Delights as their preferred brand for overall quality, effective and sustainable packaging, and eating experience.
“These [Natural Delights] are so good, I’ll actually eat them plain,” said one Moms Meet member. “Other brands I only use for baking.”
Respondents shared that not only was the packaging ideal for resealing and locking in freshness, but they also noted the importance of the brand’s 100 percent recyclable packaging from previously used plastic bottles.
“We have been extremely intentional in creating sustainable packaging that also keeps the integrity of the product intact, so these comments reinforce that we’re doing the right thing,” added Baxter.
National Medjool Date Day on February 4, Heart Health Month in February, National Nutrition Month in March, and Ramadan in March and April are all just around the corner, and the brand encourages retailers to get their orders in soon.
As we continue to see the date category rise in popularity, ANUK will be here to report.
