Startup CPG Newswire:
Tamar Date Coffee to Launch in 630 The Vitamin Shoppe Locations Nationwide
PRESS RELEASE — NEWS PROVIDED BY Greg Cahn for Tamar Date Coffee
LOS ANGELES, CA (SEPTEMBER 2026) — Tamar Date Coffee, the brand pioneering a new category of coffee made with organic coffee and dates, today announced its nationwide launch at 630 The Vitamin Shoppe locations beginning in October 2026.
The major retail expansion marks a significant milestone for Tamar as the brand continues to bring Date Coffee to consumers across the country. Tamar will launch at The Vitamin Shoppe with its Elevate blend (70% Coffee, 30% Dates), introducing shoppers to a smoother coffee experience made with organic coffee and whole dates, including both the pitted date fruit and upcycled date seed.
By blending coffee with dates, Tamar delivers a naturally smooth cup with less acidity, less bitterness, and less caffeine than traditional coffee, while adding the natural sweetness and benefits of dates.
“Launching in all 630 Vitamin Shoppe locations is an incredible milestone for Tamar,” said Greg Cahn, Co-Founder of Tamar. “We created Tamar because we love coffee, but we wanted to rethink what coffee could be. Date Coffee gives people a way to enjoy the ritual and flavor they love while addressing some of the downsides they’ve come to accept.”
Elevate is Tamar’s more coffee-forward blend, designed for consumers looking for a fuller coffee experience while maintaining the smoother, lower-acid characteristics of Date Coffee.
The Vitamin Shoppe rollout follows a year of strong retail momentum for Tamar, with launches at leading natural and wellness retailers including Erewhon, Lazy Acres, and New Leaf Community Markets across California, as well as Happier Grocery in New York and Nude Miami. This growing retail footprint is helping introduce Date Coffee to health-conscious consumers nationwide and marks another major step toward establishing Date Coffee as a new category within the coffee market.
About Tamar Date Coffee
Tamar has created a whole new category in coffee: Date Coffee. Its blends of organic coffee and organic dates (upcycled seed and pitted fruit) address coffee’s three biggest pain points: acidity, excess caffeine, and bitterness, while delivering the natural benefits of dates. The result is a smoother, better-for-you coffee experience made for today’s wellness-conscious consumer. Tamar launched in Los Angeles in 2023 with Balance, its 50/50 half-caff blend, first introducing the product to consumers at local farmers markets in LA, as well as online. That momentum helped Tamar expand into retail, launching with leading natural and wellness-focused retailers.
Learn more at drinktamar.com
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