One of the major problems caused by the consumption of toffee is its high sugar content. So, great efforts have been made to replace sugar in toffee with bioactive ingredients. To the best of our knowledge, there is no research relevant to the application of jujube powder as sugar replacer in toffee. In this study, the sugar content of the toffee was replaced with the jujube powder in six different levels 0%, 20%, 40%, 60%, 80%, and 100%, and the physico‐chemical, rheological, and sensory properties of the toffee were evaluated. The results showed that the fat, raw energy, pH, color ( L *, a *, b *), sucrose, and firmness of the toffee samples decreased by increasing the percentage of jujube powder in the formulas but their moisture, water activity, ash, protein, glucose, and fructose increased. The rheological results revealed that storage modulus ( G′ ) was greater than loss modulus ( G″ ), which represents the elastic behavior (solid‐like) of the samples. Also storage modulus ( G′ ) of the control sample (jujube powder instead of 0% sugar) was greater than that the other samples. On the other hand, the firmness of the samples was decreased by increasing the percent of jujube powder. According to the chemical and rheological results, samples III and IV (jujube powder instead of 40% and 60% sugar, respectively) were selected as optimum samples. Then the sensory properties were compared to that of control. No significant difference observed in chewiness, taste, flavor, sweetness, color, after‐taste, and overall acceptance between the control and the two other samples.