From someone who cut out sugar, I’ve become someone who creates sugar-free desserts

Zeina Yassin did not begin with a business plan. She began by making changes in her own life. After cutting sugar from her diet, she realised how few options were available for people trying to eat more healthily. So she started developing her own recipes.

“From someone who cut out sugar, I’ve become someone who creates sugar-free desserts,” she said.

That shift led to something larger. Zeina for Healthy Food is a Nablus-based startup offering a variety of products that support healthier lifestyles. Her line includes sugar-free, gluten-free, and high-protein items made with everyday consumers in mind. The focus is on simple ingredients, balanced nutrition, and taste that does not compromise on health.

What began with small batches and a few recipes has grown into a structured effort to meet a growing demand.

Strengthening what already exists

Zeina joined the Riyada programme to build on what she had already started. Riyada, developed by SPARK and the Arab Fund for Economic and Social Development, provides Palestinian entrepreneurs with training, mentorship, and targeted funding. It also works with Business Support Centres and Higher Education Institutions to improve the services available to young business owners.

“Through the Riyada programme, I was able to purchase new machinery. I also gained skills and built a stronger network. That helped me think differently about how to grow and where to go next,” Zeina said.

One of the most significant challenges she faced was the cost of machinery. For small startups in Palestine, securing equipment is a major barrier. With support from Riyada, she was able to invest in the tools needed to improve quality and consistency. She also developed a clearer product catalogue and began identifying new selling points across Nablus.

Planning for scale

Zeina is focused on expanding production and reaching more customers. Her goal is to make healthy food options more available and affordable in Palestine, starting with her local community.

“We want to expand to more selling points in Nablus and beyond. The vision is to grow into a factory that can support a larger production line.”

She also believes that entrepreneurship needs to be encouraged much earlier in life.

“One of the biggest challenges for Palestinian entrepreneurs is the lack of access to capital. But we also need to start encouraging entrepreneurship in schools. People need to be exposed to this mindset early.”

Zeina’s business is still growing, but her approach remains grounded in purpose. With support from the Riyada programme, she is building something that responds to real needs and offers lasting value. SPARK continues to support entrepreneurs like Zeina who are creating practical, thoughtful solutions with the potential to grow.