LAMA, a UK-based healthy snack start-up, has announced a new sponsorship deal with Tough Mudder, the obstacle course event series owned by US company Spartan Race.
The partnership sees LAMA’s pitted date brand, Datekin, positioned as a headline sponsor for two upcoming UK events taking place over the weekends of May 10–11 and May 17–18 at Fawley, near Henley-on-Thames in Oxfordshire.
As part of the sponsorship, Datekin’s Sukkari dates will be provided to competitors at nourishment stations throughout the 15k course, as well as at the start and finish lines.
Datekin launched in March and is produced using hand-picked Sukkari dates from Saudi Arabia. According to LAMA, the product contains no added water or additives and is designed to deliver slow-releasing energy through its natural sugars and carbohydrates.
Liam Allen, Brand Marketing Manager at LAMA, said “We’re thrilled to join forces with Tough Mudder. The spirit of grit, determination, and camaraderie that defines their events aligns perfectly with what Datekin stands for.
“We can’t wait to cheer on the Mudders every step of the way. The partnership officially kicks off in May at Henley-on-Thames with Datekin ready to fuel the muddy journey from start line all the way to the finish line.”
The brand is currently on trial in East of England Co-op supermarkets and convenience stores, with LAMA in the process of scaling up manufacturing to produce 10,000 packs per day. The company stated it is also in discussions with independent retailers and is offering a profit margin of more than 50%, along with promotional and marketing support.
www.toughmudder.co.uk
www.lama.org.uk
