Oasis Dates has launched a new consumer brand aimed at making dates a pantry staple, debuting with a seven-product line now on shelves at Kroger and Sam’s Club locations nationwide.
The launch comes as dates have their best year in a decade, with retail sales up 27 percent, making them the fastest-growing and No. 1 dried fruit in the country, according to Circana data for the 52 weeks ended Dec. 28, 2025, cited by the company, which says it is North America’s largest grower and processor of Medjool dates.
The initial line includes organic and conventional whole and pitted Medjool dates, coconut-rolled Medjool date treats and two functional snacks: Cinnamon Oat + Gut Health Boosted Dates, with three sources of fiber delivering 8 grams per serving, and Salted Caramel + Energy Boosted Dates, with 100 milligrams of natural caffeine from green coffee bean extract, about the same as a cup of coffee, plus 4 grams of fiber.
“We’re excited to disrupt the date category and build the next iconic produce brand with Oasis Dates,” said Adam Cooper, CEO, who previously helped build brands including Wonderful Pistachios, Wonderful Halos and Pom Wonderful at The Wonderful Company.
“Our goal is to not only grow the Oasis Dates brand, but to double the date category over the next five years. Our research shows that there are many more potential date consumers than current date consumers,” Cooper added.
The Yuma, Arizona-based company’s fruit is 100 percent U.S. grown and processed on more than 5,000 acres of its farms in Yuma and California’s Coachella Valley, accounting for more than half of the U.S. Medjool date supply, with more than 500,000 square feet of on-site processing, drying, storage and packing. The company operates what it calls the world’s first Regenerative Organic Certified date farm.
Marketing push
The launch is backed by a multi-million-dollar campaign, “Earth’s Most Versatile Fruit,” which the company calls the category’s largest-ever advertising effort. Built on three pillars — healthy sweet treat, natural energy boost and culinary secret weapon — the campaign spans media and social platforms along with in-store displays in the produce aisle. Ahead of the launch, the company’s consumer research found half of current date eaters already use the fruit in four to six ways on average, from snacking and smoothies to sugar substitutes and pre-workout boosts.
Beyond Kroger and Sam’s Club, products are available at select national and regional retailers including Costco, Hy-Vee, H-E-B and The Giant Company, with Whole Foods Market stores nationwide added later this fall.