Datekin has secured a major retail listing with WHSmith, expanding the fast-growing snacking brand’s presence across more than 40 UK and international locations, including airport stores.
Since launching in Spring 2025, Datekin has built its portfolio around date-based snacks, with the Sukkari Date 60g Snack Packs, Original Date Cakes and Coconut & Tahini Date Balls now available at WHSmith stores.
The Sukkari Date Snack Packs are described as the first single-ingredient healthy snacking brand in WHSmith’s healthy snacking aisle.
The range will be presented on bespoke Datekin-branded shelf units designed to maximise shelf impact.
The roll-out will also extend to other WHSmith airport stores beyond the UK such as in Ireland, Belgium and the Netherlands, introducing the 60g Sukkari Date Snack Packs.
The brand will build further visibility around the launch through Datekin-branded floor vinyls at selected locations, helping to capture travellers’ attention and guide them to the point of purchase.
Datekin Head of Sales Michael Epstein said: “Securing a listing of this scale with WHSmith is a defining moment for us. Travel retail is exactly where a natural, grab-and-go snack belongs – in the hands of commuters and travellers looking for something better on the move.
“It’s the right home for the brand as we continue to grow, and we’re backing it properly to make sure shoppers find us.”
The activation will also include in-store sampling, a two-week London Underground advertising campaign and office sampling around major London stations in September, promoting the snack as a healthy option for travellers returning to work after summer holidays.
The expansion taps into growing demand for more natural and health-focused grab-and-go snacks, with Datekin’s offering centred on single-ingredient dates and minimal-ingredient products.
The WHSmith listing further strengthens Datekin’s UK footprint, which already spans more than 150 independent coffee shops and retail stores.
Since launching, the brand has focused on bringing a more natural, less processed approach to snacking while retaining taste.
Momentum has been reinforced by a Great Taste 2026 accolade for its Date Cakes, with further product launches in development as the brand continues to expand. ✈
