Brousse & Fils, a leading French brand of Mediterranean dried fruits, is launching MaJool: a brand-new 50g on-the-go package containing 3 Medjool dates, designed to attract new consumers. Already available at U and Auchan, MaJool has been officially selected for the SIAL Innovation award, with the judging to take place in October 2026.
A FORMAT THAT REIMAGINES THE MEDJOOL DATE
The Medjool date, often called “the queen of dates” for its fleshy texture and naturally caramelized flavors, remains largely unknown to the general public in France. Currently purchased mostly by connoisseurs or traditional consumers, it had not yet found a format suited to everyday life. That’s the challenge Brousse & Fils took on with MaJool: offering exactly three Medjool dates per packet, in a 100% portable format. The packaging is designed to fit naturally into modern lifestyles—whether in a gym bag, backpack, or purse—and to reach consumer segments that had previously been unfamiliar with this exceptional fruit.
A RESPONSE TO NEW CONSUMER EXPECTATIONS
MaJool is aimed at three clearly identified target audiences:
- Athletes looking for natural energy before a workout or during recovery, without resorting to highly processed foods;
- Children and their parents, for a healthy, delicious, and convenient snack to take anywhere;
- Newcomers curious to discover Medjool dates in an accessible format, without preconceptions or barriers to entry.
With no added sugars, no preservatives, and 100% recyclable packaging, MaJool meets consumers’ growing expectations for simplicity, convenience, and health.
A PRODUCT SELECTED AT SIAL INNOVATION 2026
MaJool has been officially selected for the SIAL Innovation competition. Organized in partnership with the consulting firm ProtéinesXTC, this competition brings together an independent jury of experts at each edition to identify and recognize the most promising food innovations worldwide. The jury will deliberate in October 2026 during the trade show. This selection validates MaJool’s unique positioning and confirms its innovative nature in a rapidly evolving natural snacking market.
availability
MaJool is now available at U and Auchan stores in France.
IN THE NEWS
Articles are in French.
Pour nourrir demain : Majool met la datte medjool au coeur des pauses gourmandes
Mes infos : Brousse et Fils repositionne la datte medjool en grande distribution
Linéaires : Brousse & Fils lance un encas de 3 dattes en sachet
Tribune des boulangers : Majool la datte medjool réinventée fait son entrée en grande distribution et décroche une sélection officielle au SIAL innovation 2026
Gomet : Brousse et Fils repositionne la datte medjool aux rayons snacking et sport