COACHELLA, Calif., Sept. 01, 2026 (GLOBE NEWSWIRE) — Joolies, the California-based date brand known for bringing a fresh, modern approach to one of the world’s oldest fruits, is entering the 2026–27 season in a strong supply position, with approximately 50% more fruit available than last year and high-quality Medjool dates to support its growing retail footprint and future expansion.
The brand grew out of Kohl Family Farm, where the family has cultivated organic Medjool dates, known as the “King of Dates”, in California’s Coachella Valley for four generations. Joolies was co-founded in 2018 by longtime date grower David Kohl and seasoned entrepreneur and former Wonderful Company executive Greg Willsey, combining four generations of agricultural expertise with deep consumer brand experience. Today, Joolies partners with additional growers who share the same commitment to quality, expanding the brand’s supply of organic fruit as it continues to scale.
“We’re heading into the season in an incredibly strong position, with a beautiful Medjool crop coming in and plenty of supply to support where we’re headed,” said Greg Willsey, co-founder of Joolies. “We’ve seen tremendous growth and excitement around dates over the last several years, and we believe there’s still so much opportunity ahead. We’re excited to keep growing with our retail partners, welcome new opportunities and continue Changing the Date-ing Game.”
The date category continues to gain household adoption, with U.S. household penetration reaching nearly 12% in 2025, according to Circana. Joolies is outpacing that momentum. According to the most recent SPINS MULO data, Joolies is one of the fastest-growing brands in the date category and now ranks No. 2 in date fruit sales nationwide. For the 12 weeks ending June 30, 2026, Joolies grew 28.9% year over year—nearly three times the 9.9% growth of the overall date fruit category. Its retail footprint has also expanded to more than 12,000 stores nationwide, up from roughly 7,000 a year ago.
Since launching, Joolies has set out to change the way consumers see and snack on dates. Its signature mint-colored packaging is designed to stand out on shelf and bring greater visibility to the category, while the brand’s social-first approach keeps Joolies close to how consumers are discovering, sharing and using dates today. That connection allows the brand to move quickly on emerging snacking trends and continue exploring where dates can go next.
Joolies is also taking dates into new parts of the store and new eating occasions. As date-based candy emerges as one of the category’s hottest snacking trends, Joolies is helping take the movement mainstream with Date Sours, now available at retailers including Sprouts Farmers Market, Target, select Costco locations, HEB, Hy-Vee, and Erewhon. Made with organic dates and nostalgic sour flavors including Blue Raspberry, Watermelon, Peach and Cherry Cola, Date Sours bring the fruit to new consumers, aisles and eating occasions while expanding what date snacking can look like.
Joolies will showcase its 2026–27 crop and growing portfolio at the International Fresh Produce Association (IFPA) Global Produce & Floral Show in Orlando. Retailers and industry partners can visit Joolies at Booth #1511 to see and sample the new season’s Medjools alongside organic Deglet Noor dates, Date Pops date-and-walnut bites and Date Sours, and learn more about what’s ahead for the brand.
About Joolies
Joolies is a California-based date brand on a mission to help more people fall in love with dates. Rooted in four generations of date-growing experience in California’s Coachella Valley, Joolies has been Changing the Date-ing Game through quality organic dates, bold branding and innovative date-based snacks. From whole fruit to candy-inspired Date Sours, Joolies continues to explore just how far dates can go—making one of the world’s oldest fruits feel fresh, fun and unmistakably Joolies.
Joolies is available in more than 12,000 retail locations nationwide, including Whole Foods Market, Target, Sprouts Farmers Market, Costco, Albertsons, Safeway, Hy-Vee, The Fresh Market, Erewhon, HEB, Wakefern, Ralphs and more.
You can learn more about Joolies Dates at joolies.com
Heather Holmes heather@publicityforgood.com 1 (828) 332-5307 publicityforgood.com
