Date Smarter!: A smarter way to satisfy cravings!
- KLS
- 3 days ago
- 6 min read
For the 207th feature of our "Together Talks" campaign, we collaborated with Date Smarter! and Founder, Grace Finerman. Satisfy cravings the smarter way with their chocolate covered date caramels. They use simple ingredients for a vegan, chemical free, refined sugar free caramel that tastes as good as the real thing!
"Together Talks" feature # 207: Date Smarter! presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? Goals for upcoming year + Next phase of the company?
What were your concerns to transition to starting your own business? How have you dealt with being the face of the company? What aspect of entrepreneurship do you appreciate the most? Share a decision that you made that was detrimental? What is your why?
Story of how it was created?
I was working as a TV news anchor and reporter, traveling throughout the country, often living in places where I wasn’t familiar with the grocery stores.
I’m originally from the tri-state area, so in New York, there’s always a lot going on. But when I was away, I found myself having to make my own snacks because I was bored of just eating plain bars.
I wanted to make something fun. I also really enjoy experimenting. One day on a slow news day, they even gave me a fun little cooking segment on air.
I really enjoyed making these snacks—and eating them. Eventually someone said, “You should sell this.” I thought, “Oh, that’s interesting.”
When COVID hit, I had some extra time, so I decided to work on it. It took a couple of years, mostly because I was balancing it with my job, but we officially launched a little over a year ago. I loved the product and wanted others to enjoy it too.
What separates you from your competition?
That’s a really interesting question because there are so many date products out there—date bites, date balls, date bars. It’s a hot space right now.
But I haven’t seen anyone make a confectionery product like ours—something where even people who don’t like dates will try it and say, “Oh my God, this is so good. It tastes like caramel!”
We’re also adding spins and flavors on top of the original. So while you could say we’re competing with other date products, I’d say our real competition is healthier confectionery brands like Unreal or Hu—lower-sugar alternatives.
The difference is that we’re not technically low-sugar—dates have natural sugar. But I believe natural sugar is better than stevia, erythritol, allulose, or even monk fruit.
What have been the biggest challenges?
The biggest challenge has definitely been production. My co-packer actually went out of business right after we launched, and it was really tough to find someone else. We did, but production is always going to be a challenge, especially when you’re relying on outside partners.
As a smaller business, you’re competing against companies with much larger runs, which makes it harder to negotiate. I see production challenges continuing, but I’ve learned they’re very normal in this industry.
Before I got into food, I never realized how common it was for production runs to have issues or for batches to come out slightly different. Now I just accept that it’s part of the process.
Honestly, there are pros to not having prior experience—I went in a little naïve, but that kept me positive and open-minded. I’m definitely learning a lot.
Goals for upcoming year + Next phase of the company?
We’re launching a new flavor in October, which I’m super excited about. Right now, the focus is on increasing velocity in the stores we’re in while expanding.
Hopefully, this winter we’ll expand westward, especially into California, while continuing to grow in the New York area.
Toward the end of 2026, I’d love to start working on some new product lines. But right now, the focus is growth and execution.
What were your concerns to transition to starting your own business?
It’s a good question. Like many entrepreneurs, I asked myself, “What am I doing?”
I had been in news for about four years, and I was finally feeling established. In the beginning, you’re learning, but over time you gain confidence. Younger colleagues were even coming to me for advice, which felt great.
But I also realized I wasn’t as aligned as I once was. I wanted to pursue something I was truly passionate about, and health and fitness have always been big parts of my life.
People who know me weren’t surprised I chose this path.
I also think it’s okay to admit you won’t have all the answers when launching a business. It’s uncomfortable, but sometimes that’s the season you’re in. I’d rather go through the discomfort of trying than regret not trying at all.
How have you dealt with being the face of the company?
When I first left news, I was nervous I had wasted time. But once I started this business, I realized I hadn’t wasted anything—I had gained transferable skills.
For example, I won a pitch competition that helped us get into ShopRite and Fairway. I credit my news background with that—learning how to communicate, sell, and present under pressure.
Even editing skills came in handy. At my first news job, I had to edit everything myself because of low staff. That skill set carried over.
It’s funny how one thing leads to another—it turns out nothing was wasted.
What aspect of entrepreneurship do you appreciate the most?
Right now, I still do all my own merchandising. That will change, but for now, I love walking into stores and seeing my product on the shelves.
When we first launched, we were only direct-to-consumer, and I dreamed of seeing my product in retail. Every time it happens, I still get that same rush.
On the business side, I’ve also come to enjoy analyzing numbers—something that intimidated me at first. Now I see how important it is to understand where money is going and which stores perform best.
At first, I thought numbers would be a weakness, but they’ve become something I enjoy.
Share a decision that you made that was detrimental?
I launched into a big grocery chain before I had my operations fully under control.
I had mostly been in boutique stores, then got a bigger opportunity. I thought, “I have enough stock. Let’s go for it.”
I underestimated the foot traffic and sold out quickly. Being out of stock wasn’t great, and I had to scramble to fix it, paying premium costs for a rushed production run. We didn’t make much money on that run.
It taught me that there’s no harm in delaying a launch until you’re fully ready..
What is your why?
I love when people try the product, especially those who say, “I don’t like dates.” I make them taste it anyway, and when I see their eyes light up, it’s the best feeling.
Or when someone says, “There’s no way something with 11 grams of fiber tastes good,” and then they’re shocked at how delicious it is—that’s my why.
Sometimes I even spot people on the street carrying our bag, and it blows my mind.
I’ve always loved making things for people to enjoy—ever since I was a kid dreaming of being a baker. That feeling is what keeps me going.
Do you have a moment that brings you the most joy?
Winning the Fairway Find competition this past year was a proud moment. There were so many great brands, and I was honored they chose ours.
It also felt full-circle because I grew up in the tri-state area and used to shop at Fairway on the Upper West Side with my dad. Seeing my product on those shelves was surreal.
Proud moment
We launched in Erewhon, and at one point we ranked as the number two sweet treat across all categories—not just date products, but chocolates, caramels, and gummies too.
Erewhon is basically the mecca of health food, so that was a huge validation.
Piece of Advice
Flexibility is everything. Things will go wrong—production runs, trademark issues, even brand names.
For example, our original name was It’s a Date, but there was a trademark conflict. We had to pivot quickly.
The key is not being overly attached to a specific path or timeline. In entrepreneurship, things rarely go as planned. You have to adapt, problem-solve, and stay positive.
Community Callout
They were super helpful to me. They came and worked at my booth for a trade show.
She's been so helpful, really grateful for everything she has shared with me.
In Closing
KLS wants to thank Date Smarter! and Founder, Grace Finerman, for today's "Together Talks" feature. Follow along for their journey with their social handles below!