(Austin, Texas, September 12, 2023) – Afia, a food company bringing Americans updated Mediterranean classics made with whole food ingredients, has announced today new distribution with New Seasons Market. The popular West Coast natural retailer is taking eight SKUs across two lines, including four flavors of Afia’s frozen heat-and-eat falafel. New Seasons Market will also sell all four flavors of Afia’s new line of Mediterranean Falafel Bowls, including recent NEXTY Award nominee for Best New Frozen Product, the Roasted Peppers & Tomato Mediterranean Falafel Bowl.
New Seasons Market is the second retailer to take up Afia’s new line of plant-based, single-service microwaveable meals, based on traditional Eastern Mediterranean recipes from the family of Afia’s founder Farrah Moussallati Sibai. The meals come in sustainable packaging, with a recyclable sleeve and compostable bowl printed in a beautiful Syrian-tile inspired pattern.
“We’ve been so excited by the response to our new line, including the recent announcement of Roasted Peppers & Tomato as a Nexty finalist for Best New Frozen Product,” Moussallati Sibai said. “It’s been amazing to hear people of all different cultures respond to the warmth and comfort of these dishes that remind us of home.”
New Seasons Market will stock all four flavors of Afia’s Mediterranean Falafel Bowls, including Roasted Peppers & Tomato, Sweet Potato & Kale, Zesty Artichoke & Quinoa, and Crispy Onion & Lentil. New Seasons Market will also sell four flavors of Afia falafel: the popular Traditional Falafel, Garlic & Herb Falafel, Spicy Turmeric Falafel, and Za’atar Falafel - a NEXTY finalist from Expo West 2023.
Products will be on shelf at all of New Seasons Market’s 19 stores starting this week. All of Afia’s frozen falafel and frozen Mediterranean Falafel Bowls are vegan, gluten-free, Non-GMO Project Verified, and free from top 8 allergens. The new Mediterranean Falafel Bowls all come in beautiful bowls featuring Afia’s signature heritage tilework pattern, designed to be rinsed and reused before being recycled or composted.
“We’re excited to bring our modern spin on traditional Mediterranean and Middle Eastern recipes to New Seasons Market shoppers, who we believe will really respond to these vibrant, global flavors made with clean ingredients in beautiful packaging that turns convenient frozen food into a sustainable experience worth savoring,” Sibai said.
In addition to New Seasons Market, Afia products can be found at Whole Foods Market, Wegmans, Publix, H-E-B, Giant Foods, Raleys, Harris Teeter, and a wide range of regional, natural, and independent grocers. Find the full list of Where to Buy Afia online at afiafoods.com.
Moussallati Sibai, who is of Syrian and British descent, founded Afia with her husband, Yassin Sibai, using the little black recipe book that her mother-in-law brought with her when she came to America when fleeing the war in Syria. Moussallati Sibai herself had endured immense personal tragedy and great loss before starting over in Austin and missed the flavors of home. She quickly saw the importance that food played for so many people as a connection to home -- and set out to introduce the American consumer to updated Mediterranean favorites, using quality, whole food ingredients.
As the world’s first Certified B Corporation grocer, New Seasons Market is a natural fit with Afia, a mission-driven food company since its launch, committed to uplifting their local community of refugees through employment and mentorship, as well as regular donations to those in need through food banks.
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Afia, which means “to your health” in Arabic, is a Mediterranean food company headquartered in Austin, Texas, driven by a mission to make food powerful. Co-Founded by Farrah Moussallati Sibai, who had resettled in Texas after enduring great personal tragedy and loss in Syria, Afia’s products infuse the meals of her past with modern flavors. Using her mother-in-law's little black book of old Syrian family recipes, Moussallati Sibai began selling Afia’s signature frozen falafel and kibbeh at one farmers’ market in 2017. Afia now offers 10 different SKUs at more than 3000 retail locations nationwide and online.
Afia proudly became one of H-E-B’s Supplier Diversity Supplier of the Year award recipients and a Chobani’s Incubator brand, both in 2019. The brand was also recognized by the Greater Austin Chamber of Commerce with the Greater Austin Business Award for Best Consumer Product in 2021 and Progressive Grocer’s Impact Award in 2021.
In 2022, Afia was honored by Austin Chamber and SXSW with their A List award for entrepreneurship, Moussallati Sibai was awarded the 2022 Austin Business Journal’s Women in Business award and Austin Inno gave them an Inno Fire Award. Afia is dedicated to nourishing the community through more than food through regular donations to local food banks and by supporting their local community of refugees through employment and mentoring. For more on Afia and their mission, visit afiafoods.com or follow @afiafoods.