After two years of brand and product development with international partners the date fruit-based brand Beloved launched in the UK in March 2015 with an initial range of three cereal bars, granola, muesli, and date nectar. Beloved transforms date-fruit into natural sweetener ingredients as healthy substitutes for refined sugar. “The intention is to create a global brand based on the date fruit, which are packed full of minerals, antioxidants, and fibre. They are nature’s original superfood” states Gervase Cottam.