From Fastcompany · · 2m
Date Lady syrup hits major retail chains
Springfield, Missouri startup Date Lady is expanding rapidly with deals at Erewhon and Sprouts, targeting ten million dollars in sales this year.
In brief
Springfield, Missouri startup Date Lady is expanding rapidly with deals at Erewhon and Sprouts, targeting ten million dollars in sales this year. Date Lady, a Springfield, Missouri company, secured shelf space at upscale grocer Erewhon and Sprouts Farmers Market, aiming to add one million dollars in sales by end of…
Date Lady founder Colleen Sundlie
Colleen Sundlie founded Date Lady, a Springfield, Missouri company that makes date-based syrups and spreads. She knows firsthand the work required to get products onto grocery shelves.
Three products debut at Erewhon
Date Lady's Original Date Syrup, Chocolate Spread, and Sweet Chili Sauce made their debut at upscale grocery chain Erewhon in September. The brand is entering a new era of rapid expansion.
Exclusive bottle at Sprouts
An exclusive eleven ounce bottle of Chocolate Syrup hit Sprouts Farmers Market shelves earlier this month. These retail deals represent major distribution wins for the small company.
Company size and structure
Date Lady operates with twenty five full time employees and forty total employees. The Springfield, Missouri based company is positioned to scale up operations significantly.
Sales target for 2026
Date Lady set a sales goal of ten million dollars for this year. The company believes new retail deals have potential to add another one million dollars in sales by end of next year.
Distribution warehouse expansion
The retail deals require Date Lady to open distribution warehouses in several different locations where it did not previously operate. This infrastructure investment enables the company to approach more brick and mortar stores.
Sundlie on warehouse strategy
Colleen Sundlie told Fast Company the warehouse expansion means being able to approach more stores by saying we are already here in this distribution warehouse in this region.
“It means being able to knock on several more brick-and-mortar stores and say, 'Hey, look, we're already here in this distribution warehouse in this region.'”
Strategy already working
Date Lady has already secured additional store placements based on its warehouse presence, even without a dedicated salesperson. This demonstrates the effectiveness of the distribution strategy.
“We've already gotten some stores based on that as well.”
Why this matters for CPG
Getting into different distribution regions is a huge feat for a consumer packaged good. A company must secure one big chain in order to make that expansion happen.
“This is a huge feat for a consumer packaged good to get into different distribution regions. You've got to get that one big chain in order to make that happen.”
Market momentum for dates
Sundlie noted that dates are hot in the market right now. This consumer interest in date based products provides tailwinds for Date Lady's expansion into major retail chains.
“'Dates are hot,' says founder Colleen Sundlie.”
The short version
Date Lady, a Springfield, Missouri company, secured shelf space at upscale grocer Erewhon and Sprouts Farmers Market, aiming to add one million dollars in sales by end of next year.
