Specialist wholefoods and organic wholesaler Tree of Life has signed exclusive distribution rights for Beloved premium dates from the Middle East.
Beloved dates have been grown near Nizwa, the ancient capital of Oman, for more than 1,000 years and are celebrated for their natural minerals, carotenoids, phytosterols, polyphenols and anti-oxidants. They are also naturally high in fibre.
Tree of Life’s exclusive contract for the health food retail channel will help Beloved to capitalise on its provenance and authenticity and rising consumer interest in replacing refined sugars and snacks in their diets with more natural alternatives.
2015 sees Beloved embark on a year-long, £1m consumer drive to build sales through the health food channel. The campaign focuses on the health benefits of dates and centres on Beloved’s tie-up with food and lifestyle blogger Ella Woodward, whose blog, Deliciously Ella, has 296,000 followers and receives 2.5 million hits each month. As an advocate of the brand, Ella will be creating a series of recipes using Beloved Date Nectar and other products in the range, to help consumers understand how Beloved products can help them to eat more healthily without compromising on flavour.
The push also includes advertising and PR in key women’s and health titles, a 12-month long social media campaign, sampling at food festivals and shows and outreach with another 25 food bloggers with a total reach of more than 1.6 million consumers.