How to Date Yourself: Meet the Functional Snack Brand Turning Medjool Dates Into Your New Favorite Ritual
- 2 days ago
- 3 min read
There’s a new snack brand entering the wellness space, but unlike many “healthy” products currently flooding the market, this one actually tastes good. The kind of snack your wellness-obsessed friend buys only to discover her boyfriend, dad, and brothers have quietly eaten the entire bag.
Founded by registered dietitian Ava Greco, the newly launched New York-based brand Date Yourself blends functional ingredients with indulgent flavor in a way that feels refreshingly thoughtful rather than clinical. And considering Greco comes from the family behind the legendary Mike's Deli on Arthur Avenue in the Bronx, it’s safe to assume flavor was never going to be an afterthought.
Launching first to friends and family on May 30 before expanding into pop-ups, local grocery stores, and eventually online ordering, Date Yourself is entering the market with a simple philosophy: healthy eating should feel as luxurious and enjoyable as it is functional.
Greco’s background explains why the concept feels so intentional. After growing up in a food-centric Italian family, she pursued a degree in dietetics at Penn State University before earning her master’s degree in nutrition from Boston University. Today, she works with GI-focused patients, helping people optimize how they feel through nutrition.
“Food and nutrition have always been a main aspect of my life,” Greco says. “I believe food can be medicine, but I also think people assume healthy foods mean sacrificing flavor, especially when it comes to treats. I wanted to create something functional that still feels indulgent and satisfying.”
That idea became Date Yourself: all-natural, chocolate-covered Medjool dates filled with flavored nut butters and functional ingredients designed to support energy, relaxation, or gut health.
And before anyone says they “don’t like dates,” Greco has heard it before.
“Dates are nature’s candy,” she explains. “They naturally taste like caramel while still providing fiber and nutrients. Once they’re paired with the nut butter and chocolate, it doesn’t really taste like a plain date anymore.”
The lineup launches with three distinct flavors:
Boost combines peanut butter, espresso, lion’s mane, and B12 for an afternoon pick-me-up or pre-workout bite.
Chill features almond butter with calming ingredients including magnesium glycinate, L-theanine, and ashwagandha — designed for winding down, stressful workdays, or even a nighttime sweet treat.
Gut blends cashew butter with digestive enzymes, probiotics, and added fiber to support digestion and overall gut health.
Each flavor is layered with single-ingredient natural enhancements, such as vanilla bean powder, cinnamon, and espresso, adding depth and complexity to each bite. The dates are coated in organic 100% cacao with no added sugar, a detail Greco spent months testing and refining.
“I probably had 20 different chocolate bars in my apartment,” she laughs. “I wanted the cleanest ingredient list possible without compromising taste.”
That same attention extends to the nut butters, which are sourced from a local producer in Upstate New York. Greco says texture, consistency, and flavor balance became a major part of recipe development, especially because she wanted the perfect ratio of chocolate, nut butter, and date in every bite. The result feels somewhere between a luxury dessert and a wellness ritual, which is exactly the point.
“I wanted Date Yourself to feel like a daily act of self-care,” Greco says. “Taking a moment to choose yourself and enjoy something that tastes indulgent while also supporting how you want to feel.”
It’s a concept that resonates beyond the typical wellness audience. While the brand naturally appeals to health-conscious consumers, Greco says some of her biggest fans have been the least expected.
“My dad constantly asks where the dates are,” she says. “And he’s not someone who normally eats healthy snacks.”
That crossover appeal may be what sets Date Yourself apart in an increasingly crowded health food market. Rather than tasting medicinal or overly “clean,” these bites are designed to satisfy cravings first while quietly delivering added benefits like fiber, adaptogens, and digestive support.
And with nearly 95% of Americans reportedly falling short of daily fiber recommendations, Greco sees the product as an approachable way to make wellness feel less intimidating and more enjoyable.
For now, Date Yourself will begin with small-batch New York City pickups and limited drops, with plans for local retail partnerships, pop-ups, and eventual online availability. Future flavors and collaborations are already in the ideation phase, including concepts centered around protein, beauty-supporting ingredients, and partnerships with complementary wellness brands. But for Greco, the foundation remains the same: dietitian-powered, real ingredients, functional benefits, and a little luxury in every bite crafted to make choosing yourself feel easy.
Subscribe to the waitlist and be the first to know where Date Yourself launches IRL and how to order. Follow Date Yourself on Instagram.
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