From Market Gap to Grocery Aisles : How D’vash Organics Pioneered a Healthy Sweetener Alternative and Built a Scalable Wellness Brand
In the ever-expanding wellness space, finding true white space is rare, but capitalizing on it with intention? Even rarer.
That’s exactly what Brian Finkel and David Czinn of D’vash Organics did. What began as a chance discovery of silan—a traditional Middle Eastern date syrup—became the launchpad for one of the first U.S. brands to bring this ancient superfood into the modern spotlight.
Today, D’vash Organics is stocked in thousands of grocery stores across the country, from Costco to Whole Foods, with a growing product line that includes powders, pastes, bites, and their newest innovation: a gut-friendly fiber bar.
And while the growth has been steady, it’s also been strategic. Rather than chasing hype or moving too fast, D’vash focused on creating a product-market fit, educating consumers, and staying disciplined as they scaled—a blueprint many wellness brands would do well to follow.
“In food and beverage, it’s all about fit,” said Brian. “You need to know exactly where your product belongs in the market—and why it matters to consumers.”
Spotting the White Space: A Sweetener the Market Didn’t Know It Needed
The idea behind D’vash Organics started with a question: What if the healthiest sweetener on the shelf was also the oldest one in the world?
During a gap year in Israel, co-founders Brian Finkel and David Czinn discovered silan—a rich, date-based syrup used for centuries across the Middle East. Back home in the U.S., they realized this “superfood” wasn’t just underrepresented—it was almost entirely absent from grocery aisles.
The opportunity was clear: bring a low-glycemic, nutrient-rich, and completely natural sweetener to an American market increasingly hungry for “guilt-free” alternatives.
“We knew we weren’t just introducing a product—we were introducing a category,” Brian noted.
This early insight, combined with their backgrounds in finance and entrepreneurship, led to the launch of
D’vash Organics in 2017. Unlike agave or maple syrup, date syrup offered a mineral-packed, sustainable option with ancient roots and modern appeal. It was clean, plant-based, and tasted amazing.
The Power of Product-Market Fit in Wellness
In a crowded food landscape, not every product earns its place on the shelf. But D’vash knew exactly how to carve its niche.
Date syrup filled a clear and compelling gap: health-conscious consumers wanted a sweetener that aligned with their wellness goals, without compromising flavor or function. The rise of Whole30, keto, and low-sugar lifestyles only made the timing better.
“In the food industry, it’s crucial to have product-market fit and differentiators,” Brian explained. “We weren’t trying to be another maple syrup. We had a story, a nutritional edge, and a unique flavor profile.”
That strategic clarity helped D’vash quickly gain traction with national retailers. By positioning date syrup as an innovative but accessible alternative, they educated both buyers and shoppers on how to use it in smoothies, marinades, oatmeal, baking, and beyond.
From One Ingredient to a Whole Food Platform
What began with one bottle of date syrup quickly evolved into a multi-product ecosystem.
Once they partnered with Al Barakah Dates Factory,the world’s largest date producer. D’vash unlocked an integrated supply chain that allowed them to scale without compromising quality. The collaboration also gave them access to a broader range of raw materials and global distribution infrastructure.
That opened the door for innovation. Today, D’vash offers:
Date powders, pastes, and bites for everyday use
And most recently, “Not Your Grandma’s Fiber Bar”—a gut-friendly, clean-label snack designed to make digestive wellness delicious and accessible.
“Fiber is one of the most overlooked aspects of nutrition in the U.S. We wanted to make it cool again—and easy to integrate,” Brian shared.
By anchoring each new product in real nutritional needs and leveraging the versatility of their supply chain, D’vash has gone from category pioneer to functional food innovator.
How D’vash Stayed Ahead in a Fast-Follow Market
When you create a new category, you can expect competition to follow. For D’vash Organics, being first to market with date syrup in U.S. retail stores meant setting the standard—but also bracing for imitators.
Rather than seeing new players as threats, Brian Finkel views them as momentum builders.
“Imitation is the highest form of flattery,” Brian remarked. “We were the original brand in the market. Others entering the space only help grow awareness for the product category.”
That mindset has kept D’vash focused. While other brands chase trends, D’vash continues to lead with education, innovation, and quality. The real challenge isn’t competition—it’s consumer awareness.
“The biggest enemy isn’t other brands. It’s people not knowing what date syrup is—or how to use it.”
So they’ve doubled down on education: building shelf guides, creating simple recipe content, and training retail partners. It’s all part of their strategy to make date-based products not just recognizable but essential in every pantry.
And it’s working. Since their first shelf placements in 2017, D’vash is now available in hundreds of stores across the U.S.—from Costco to Walmart to Whole Foods—cementing their position as the leader in the category they created.
9 Important Lessons That Every Wellness Brand Can Learn from D’vash Organics
No brand becomes sustainable by accident.
D’vash Organics didn’t scale because they went viral.
They succeeded because they strategized where others scrambled, and stayed disciplined where others got distracted.
Here’s what wellness founders, product innovators, and mission-driven entrepreneurs can take away from their journey:
1. Profitability First. Always.
It sounds simple, but it’s rare.
"Personally, I'd rather be a $5 to $10 million revenue company that's profitable versus a $50 million revenue company that's bleeding money." — Brian Finkel
In an industry obsessed with top-line growth, Brian made profitability his north star. That meant turning down partnerships (even with big-name retailers), walking away from gatekeepers, and questioning every dollar spent.
Key takeaway:
Don’t chase revenue for the sake of optics. Build a business that funds itself. Cash flow = freedom.
2. Know Your Place in the Market—and Make It Your Own
One of the reasons D’vash Organics broke through in a competitive space is that they understood their market opportunity. Date syrup wasn’t just another sweetener—it was an innovative, low-glycemic, guilt-free alternative that filled a clear gap for health-conscious consumers.
Before scaling, they did the hard work of identifying their niche, validating consumer demand, and refining their product to stand out in a crowded category.
Key takeaway:
Before you pour resources into growth, make sure your product actually fits—and differentiates—in the market you're serving. Without that clarity, no amount of marketing spend will drive sustainable success.
3. Know When to Cut Ties
Some relationships look good on paper—until they start costing you your sanity and sustainability.
Brian shared how a major distributor delayed payments, imposed unfair deductions, and created constant confusion. Despite the lure of national retail access, they walked away.
Key takeaway:
A big name doesn’t equal a good fit. Protect your margins—and your mental health.
4. ROI Is More Important Than Impressions
In the early days, D’vash hired agencies and Amazon growth “gurus” and poured funds into campaigns that overpromised and underdelivered.
The result? Burned budgets and hard lessons.
Now, every marketing initiative is analyzed for real ROI.
“The minute we dip into the red, we've got to start re-evaluating because we're not here to lose money,” Brian said.
Key takeaway:
If your marketing doesn’t have a clear return, or at least a clear test phase, don’t keep feeding it.
5. Build Around the Bottlenecks, Not Through Them
Originally, D’vash tried to piece together its production in California—sourcing ingredients, packing product, and shipping out—all separately. The logistics were overwhelming and expensive.
When they partnered with a large-scale manufacturer in Dubai, everything changed:
Integrated sourcing
Better pricing
Scalable production
Faster innovation
This strategic partnership turned them from a product brand into a platform for innovation.
Key takeaway:
Find partners who streamline—not complicate—your business. The more pieces you manage, the more points of failure you invite.
6. Embrace Evolution, But Stay Rooted in Your Why
D’vash started with one product—date syrup—and now sells bars, bites, powders, and more. But they didn’t chase trends randomly.
Every new product:
Aligned with their values
Addressed a real market gap
Used their existing supply chain
Made their brand stronger, not scattered
“Our new fiber bar isn’t just a snack—it’s our answer to a real, underserved health problem.”
Key takeaway:
Let your product line evolve, but don’t lose your center. Growth without clarity leads to confusion.
7. Sustainability Is Not Just a Buzzword—It’s a Differentiator
Consumers care. Buyers care. You should care.
D’vash powers its operations with solar energy, generating 5,700 MWh/year and reducing the carbon footprint equivalent to 880 cars driven for a year.
That’s not just good for the planet—it’s a signal of integrity.
Key takeaway:
The more conscious your operations, the more trust you build. Sustainability isn’t a luxury—it’s smart business.
8. Profit Over Hype: Why Discipline Wins Every Time
Resources and fund allocations matter—choose wisely and stay mindful about whether you’re making money or on the path to making money.
One of the most overlooked traits of D’vash’s success wasn’t flashy branding or viral moments—it was financial discipline. From day one, Brian Finkel and David Czinn made it a point to build a brand that could fund itself.
Staying disciplined financially, having a financial foundation, and having funds to fall back on are what help a business grow smart, not just fast.
9. Don’t Go It Alone! Find a Partner You Trust
Brian’s co-founder wasn’t just a friend—he was a complement.
Where Brian brought vision, David brought operational expertise. Their dynamic helped them weather storms and grow smarter.
Key takeaway:
Find someone who balances your strengths and calls out your blind spots. Your business is only as strong as your leadership team.
D’vash Organics' evolution from a struggling startup to a thriving wellness brand underscores the importance of resilience, strategic decision-making, and value-driven leadership.
Their story serves as a blueprint for other entrepreneurs in the alternative health space, illustrating that with the right approach, it's possible to turn challenges into opportunities and build a brand that stands the test of time.
The Future of D’vash Innovation: Sweet, Smart, and Gut-Friendly
For D’vash, the next chapter is about reimagining what functional snacking can look like, starting with fiber.Their newest launch, Not Your Grandma’s Fiber Bar, is a direct response to a major health gap in the U.S. market: digestive wellness.
“People in the U.S. have a lot of digestive problems and need more fiber. But we wanted to make fiber cool—and easy to love,” Brian said.
Unlike sugar-loaded “wellness bars,” the D’vash fiber bar is built on clean, nutrient-dense ingredients and designed to taste great and support gut health.
It’s part of a broader commitment to:
Launch fewer, more impactful products
Make functional foods fun and approachable
Keep their supply chain streamlined and scalable
And while the food industry continues to navigate global supply chain pressures, tariffs, and policy shifts, Brian’s approach remains steady:
“Until we see the actual impact on our invoices, we’re not making changes. We’ll wait, observe, and adjust if needed.”
In today’s unpredictable trade climate, this kind of level-headed leadership is a competitive advantage. And it’s one every wellness brand should be practicing right now.
Hi, It’s Emilia
If you’ve made it this far, I hope you’re walking away with more than just business tips—I hope you’re feeling seen.
Because of Brian’s story? It’s not just about sweeteners and supply chains.
It’s about choosing sustainability over shortcuts.
It’s about building with intention, even when the industry tells you to sprint.
It’s about remembering your why, especially when the numbers are tight and the pressure is high.
At MBNews, that’s why we exist:
To amplify the voices of wellness innovators who are doing business differently, from the heart.
We’re here to remind you that it’s not about how fast you grow… It’s about how aligned you stay.
And you don’t have to do it alone.
If you’re a wellness founder, health entrepreneur, or purpose-driven clinic owner with a story to share, we want to meet you.
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