(Austin, Texas, September 5, 2023) – Afia, a mission-driven food company bringing to market Mediterranean favorites made with quality, whole food ingredients, has announced today the first retail distribution for its new line of frozen single-serve meals, Mediterranean Falafel Bowls, at Wegmans Food Markets stores throughout the East Coast. Shoppers there will find two varieties of the frozen plant-based meals, the Roasted Peppers & Tomato Mediterranean Falafel Bowl and Sweet Potato & Kale Mediterranean Falafel Bowl. The new meals––served in unique, Syrian-tile patterned containers that are reusable and compostable––will appeal to shoppers who love the versatility of Afia’s frozen falafels, but want even greater convenience in a 3-4 minute, microwaveable complete meal.
“Wegmans has been a wonderful partner for Afia, and we’re excited to see their shoppers fall in love with this new line the same way they’ve fallen in love with our falafel, ” said Afia Founder and President Farrah Moussallati Sibai. “We expect these unique global flavors made with clean, high-quality ingredients to find many fans among shoppers who choose Wegmans for variety and quality.”
Afia’s new Mediterranean Falafel Bowls are 10-ounce microwaveable grain bowls inspired by traditional Eastern Mediterranean meals loved by the Sibai family.
The Roasted Peppers & Tomato Mediterranean Falafel Bowl features pearl onions, roasted peppers and zucchini as well as 3 Afia Traditional Falafel over rice infused with a rich za’atar tomato sauce. It is inspired by Burghul bi Banadoura, a classic tomato and grain dish that has both Lebanese and Turkish roots. Afia’s variation adds additional savory garden vegetables, and is kept gluten-free by replacing bulgur with rice.
The Sweet Potato & Kale Mediterranean Falafel Bowl draws inspiration from dried fruits and smoked rice in dishes like Mandi that are popular around the Arabian peninsula and North Africa. This sweet and smokey meal features sweet potatoes, kale, corn, chickpeas, raisins, and dried cranberries with falafel over characteristically yellow turmeric rice tossed in a lemon vinaigrette.
The bowls are packaged in a purely beautiful container featuring Afia’s signature heritage Syrian-tile inspired pattern and designed with reusability and recyclability at the core, intended to be rinsed and reused before being recycled or composted. Each meal is certified Non-GMO, vegan, gluten-free, soy-free, nut-free, preservative free, and ready in 3-4 minutes.
“We really wanted to create a different experience in frozen meals, turning them into something that makes you feel good, not only because it’s full of delicious and nutrient-dense real food, but also because the beautiful bowls feel good in your hands and because you can feel good about what happens to them when you’re done,” Sibai said.
In addition to the two flavors available at Wegmans, Afia’s Mediterranean Falafel Bowls are also available in Zesty Artichoke & Quinoa and Crispy Onion & Lentil. The new line brings Afia’s total SKUs to 10, including five flavors of frozen falafel and one flavor of frozen beef kibbeh (available regionally in Texas).
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.
Afia products are currently available in more than 3,000 retail locations nationwide including Whole Foods Market, Giant Landover, Publix, H-E-B, Harris Teeter, Raleys, and Wegmans, along with other regional natural and grocery chains, independents, foodservice, and online grocery delivery. A full list of stores can be found online.
Afia is dedicated to nourishing the community through more than food. Beyond regular donations to local food banks, Afia is committed to supporting their local community of refugees through employment and mentoring.
Media samples and images available upon request.
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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.