Datekin, which describes itself as the UK’s first date snacking brand, is now available on Ocado.com. The listing went live on 4th November and is the brand’s first with a mainstream UK grocer, arriving eighteen months after Datekin launched in spring 2025.
Ocado Retail’s buying team has taken two lines: the Datekin Sukkari Pitted Dates Family Share Pack (12 x 30g, RRP £9.99) and Datekin Coconut & Tahini Date Balls (5-pack, RRP £2.49).
Two lines for the household shop
Both products are aimed at the household shop. The Family Share Pack contains twelve individually portioned 30g packs of soft, golden pitted Sukkari dates, intended for lunchboxes and packed lunches. The date balls are bite-sized pressed date balls with a roasted tahini centre, rolled in desiccated coconut. According to the brand, both are high in fibre, have no added sugar and are vegan and vegetarian, and the range going into Ocado has only 1 to 3 ingredients.
Ocado.com reaches over 80% of the UK population and serves more than 1 million active customers, with a range of around 50,000 products. It is the latest in a run of smaller food brands finding space with major retailers, following news of Tootoomoo’s bento box joining the Sainsbury’s premium meal deal.
From launch to listing
Since launching, Datekin has gone from a standing start to Selfridges, Amazon, more than 40 WHSmith Travel stores across the UK and over 400 independent coffee shops and delis. In July the brand picked up a one-star Great Taste award for its Date Filled Whole Wheat & Bran Cakes, and in September it won Best New Product for Food and Drink at the Glee trade show.
The company puts its growth down to owned supply. Its dates are grown, handpicked and pitted on the founder’s family farms in Saudi Arabia, with stock held in the UK, at a time when the wider category is wrestling with shortages and shipping costs.
Megan Matthews, Head of Marketing at Datekin, said: “We’ve moved quickly since launching in spring 2025, and the reason we’ve been able to is that we own our farms and hold our stock here in the UK. That’s what lets us say yes to a retailer like Ocado.” She added: “this is the listing that puts Datekin into the weekly online shop.”
Lily Bentley, Snacks & Nuts Buyer at Ocado.com, said: “Demand for high-fibre, whole-food options continues to grow, and Datekin’s products align well with what our customers are looking for”.
Fibre research
The launch coincides with research by One Pulse for Datekin, which surveyed 483 UK consumers aged 18+ in October 2026. It found that one in three plan to eat more fibre in 2027, while just 36% know how much they actually need. Adults are advised to eat 30g a day.
Beyond the Ocado listing, the wider Datekin range includes 30g and 60g packs of dates, Date Balls and the Date Cakes, the latter two in packs of 5. Datekin snacks are priced from £1.49 and are also available via WH Smith and Holland & Barrett online, as well as Selfridges, Amazon and datekin.com.
Details and image via Datekin.