Afia
Afia is a female-founded, Austin-based Mediterranean food company producing frozen falafel, kibbeh, falafel bowls, halal chicken meals, and single-origin spices for retail, foodservice, and direct-to-consumer customers across 4,500+ U.S. retail doors.
- Company typePrivate
- Founded2017
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Afia does
Afia is a female-founded, family-owned Mediterranean food company headquartered in Austin, Texas, that produces frozen ready-to-cook and ready-to-heat meals, halal protein products, and a line of single-origin spices and spice blends. The product portfolio centers on four frozen falafel varieties (Traditional, Garlic & Herb, Za'atar, Spicy Turmeric), a halal beef kibbeh croquette, four Mediterranean Falafel Bowls (Sweet Potato & Kale, Zesty Artichoke & Quinoa, Crispy Onion & Lentil, Roasted Peppers & Tomato), three halal chicken meals (Lemon Pepper, Harissa Honey, Garlic Sumac), and six spices (Aleppo Pepper, Sumac, Dried Mint, Baharat, Shawarma, Za'atar). Manufacturing uses a proprietary flash-frying technique in Non-GMO high oleic sunflower oil that keeps fat content at roughly 8% of daily value per serving, and the company operates a 21,000 sq ft SQF-certified production facility in Taylor, Texas opened in 2024 with support from a $3 million Series A funding round completed in June 2023.
The business model is a packaged-foods CPG model. All revenue comes from one-time product sales, not subscriptions or licensing. Distribution is multi-channel and nationwide: 4,500+ retail doors across premium natural, mainstream grocery, and warehouse club banners including Whole Foods, Costco (five Western states), Kroger family of stores, Publix, Sprouts Farmers Market, Wegmans, The Fresh Market, New Seasons, H-E-B, and Bristol Farms; online marketplaces and delivery (Amazon, Instacart, FreshDirect, Delivered Cold); a direct-to-consumer storefront at afiafoods.com shipping frozen product on dry ice; and a dedicated foodservice channel supplying bulk falafel pucks, dough, and kibbeh to universities, restaurants, airlines, and hot/cold bars. Pricing is unit-based at frozen-aisle grocery price points for meals, $15 per single spice tube, and $35 per spice gift set.
The company is privately held and venture-backed, with $3 million in disclosed funding to date. Founder Farrah Moussallati Sibai leads the company alongside her husband Yassin, and the company is female-founded and majority female-operated. Beyond unit economics, Afia differentiates on heritage and cultural authenticity (Syrian family recipes), clean ingredients (no fillers or preservatives, vegan and gluten-free options, halal-certified proteins), sustainable packaging (Syrian-tile-inspired reusable bowl packaging, low-plastic paper-tube spice containers), and social impact (employment of refugees and 500,000+ falafel and kibbeh donated to families in need since 2020). Customer segments are horizontal: health-conscious retail consumers seeking convenient Mediterranean meals, and foodservice operators seeking labor-saving menu consistency.
Afia firmographics
Firmographics- Name
- Afia
- Legal name
- Afia, LLC
- Website
- https://afiafoods.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Afia is a female-founded, Austin-based Mediterranean food company producing frozen falafel, kibbeh, falafel bowls, halal chicken meals, and single-origin spices for retail, foodservice, and direct-to-consumer customers across 4,500+ U.S. retail doors.
- Ownership category
- akta.pro rank
Afia industry classification
Industry- Product category
- Frozen Mediterranean Foods
- NAICS
- Frozen Food Manufacturing (31141), All Other Specialty Food Retailers (445298)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)
- akta.pro primary industry
- Frozen Ethnic & International Meals (CRADADAE)
- akta.pro secondary industries
- Frozen Entrées & Complete Meals (CRADADAA), Religious & Cultural Foods Wholesale (Halal, Kosher, etc.) (AFAIAIAI), Certified Ready-to-Eat/Ready-to-Heat Prepared Foods (Halal/Kosher) (AFANAIAD)
Keywords
Where Afia is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Afia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Frozen Mediterranean Food Products: Revenue from selling pre-made frozen falafel, kibbeh, falafel bowls, and chicken meals through retail stores and online channels. Products are sold frozen in 9-ounce packages averaging 15 falafel or 8 kibbeh per package.
- Mediterranean Spices: Revenue from selling individual spices (Aleppo Pepper $15, Dried Mint, Sumac, Shawarma, Za'atar, Baharat) and gift sets ($35) through retail, Amazon, and direct-to-consumer channels.
- Foodservice/Bulk Products: Revenue from selling bulk products (falafel pucks, dough, kibbeh) to foodservice operators including universities, restaurants, airlines, and hot/cold bars.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mediterranean Pantry Spices Gift Set |
| Unit Pricing | Pay-as-you-go | Mediterranean Spice Blends Gift Set |
| Unit Pricing | Pay-as-you-go | Aleppo Pepper Individual Tube |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels5 records
Afia product offering
Product offeringCore offering
Afia manufactures and sells Eastern Mediterranean frozen foods (flash-fried falafel, halal beef kibbeh croquettes, vegetable-topped Mediterranean Falafel Bowls, and halal frozen chicken meals) along with single-origin spices and spice blends, distributing through national retail grocery chains, foodservice operators, and online/DTC channels. Products are vegan/gluten-free where applicable, halal-certified for meat items, and produced in an SQF-certified U.S. facility.
Product overview
Afia is a family-owned, female-founded Mediterranean food company based in Austin, Texas, producing frozen ready-to-cook and ready-to-heat foods alongside a line of single-origin spices and spice blends. The core product portfolio consists of four frozen falafel varieties (Traditional, Garlic & Herb, Za'atar, and Spicy Turmeric), a halal beef Kibbeh croquette, four frozen Mediterranean Falafel Bowls, and three frozen halal Chicken Meals. These are complemented by a spices line featuring six single spices and blends (Aleppo Pepper, Baharat 7 Spice, Shawarma, Sumac, Za'atar, and Dried Mint), sold individually and in gift sets. Afia also offers foodservice bulk products (Falafel Pucks & Dough and Beef Croquettes) for commercial kitchens. All products are sourced and made in the U.S., with the spices sourced from Turkey and Egypt.
Differentiator
Problem solved
Functional benefit
Products and services
- Afia Frozen Falafel Flash-fried frozen falafel line with four varieties (Traditional, Garlic & Herb, Za'atar, Spicy Turmeric), sold in 9-oz packages averaging 15 pieces; vegan and gluten-free. Made from soaked garbanzo beans, herbs, and spices, fried in non-GMO high oleic sunflower oil before freezing.
- Afia Kibbeh (Halal Beef Croquettes) Halal beef croquettes wrapped in a crispy bulgur shell, made from a traditional Syrian family recipe; sold frozen in 9-oz packages of approximately 8 pieces, free of nuts, dairy, and soy.
- Afia Mediterranean Falafel Bowls Frozen grain-and-vegetable bowls topped with Afia Traditional Falafel in four flavors inspired by regional Mediterranean dishes (Mandi, Riz Bi Fool, Mujadara, Burghul Bi Banadoura); vegan and gluten-free, sold in single-serve packages.
- Afia Halal Frozen Chicken Meals Frozen halal chicken meals in three flavors (Lemon Pepper, Harissa Honey, Garlic Sumac) inspired by Syrian, North African, and Palestinian cuisines; feature spiced halal chicken over basmati rice or pearl couscous with no antibiotics.
- Afia Mediterranean Spices Single-origin pantry spices (Sumac, Dried Mint, Aleppo Pepper) and signature blends (Baharat 7 Spice, Shawarma, Za'atar), sourced from Turkey and Egypt, sold individually in $15 tubes or in $35 gift sets; non-GMO with no fillers or preservatives, packaged in lined paper tubes.
- Afia Foodservice Bulk Products Bulk foodservice offerings of falafel pucks, falafel dough, and halal beef kibbeh croquettes for high-volume commercial kitchens including universities, restaurants, airlines, and hot/cold bars; designed for labor savings and menu consistency.
Quantifiable outcome
- Products available in 4,500+ retail locations nationwide
- +2 more outcomes
Companies that use Afia
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Afia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Afia partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- CostcocoreCostco locations across five Western states introduced Afia's family recipe Mediterranean spices, including spice gift sets. This represents a major retail expansion for the brand into warehouse club channel.
- New Seasons MarketcoreNew distribution partnership with Pacific Northwest regional grocer for Afia meals and falafel products.
- WegmanscoreFirst retail distribution for Afia's Mediterranean Falafel Bowls at Wegmans specialty grocery chain.
- FreshDirectminorLaunch at online grocery delivery service FreshDirect serving greater New York area, plus 140+ doors of West Coast distribution.
- Whole Foods MarketcoreNationwide distribution announcement at Whole Foods stores, providing access to premium natural grocery consumers.
- Harris TeetercoreDistribution through Harris Teeter and Giant Landover supermarkets adding more than 250 retail doors with best-selling frozen falafel flavors.
- PublixcoreSoutheast expansion through Publix and Sprouts Farmers Market nationwide, more than doubling total points of distribution to over 5,000 PODs across 1,775 retail doors.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Afia competitors and assessment
Company assessmentDirect peers
- Saffron Road: Saffron Road produces halal-certified frozen entrées (Indian, Mediterranean, and other world cuisines) sold in mainstream U.S. grocery. It is the closest direct competitor to Afia in the halal/frozen ethnic meal category, with overlapping customers and retail channels.
- Cedar's Mediterranean Foods: Cedar's is a U.S. manufacturer and brand of Mediterranean foods (hummus, dips, salads, and frozen Mediterranean items) sold in national grocery. It competes with Afia on Mediterranean positioning and grocery shelf space, though with a broader dip/spread core.
- Deep Indian Kitchen: Deep Indian Kitchen offers Indian-inspired frozen entrées and appetizers (naan, samosas, curries) sold in mainstream U.S. grocers. It is a same-format competitor in ethnic frozen meals, demonstrating the broader category Afia is positioned within.
- Tandoor Chef: Tandoor Chef produces Indian and South Asian frozen entrées (naan pizzas, tikka masala, samosas) distributed in U.S. grocery. It overlaps with Afia as a smaller, founder-led ethnic frozen-meal brand scaling into national retail.
- Soom Foods: Soom Foods is a U.S. specialty brand focused on Middle Eastern pantry staples (tahini, sesame products) sold via natural and mainstream grocery. It is comparable to Afia's spice/pantry line, targeting similar consumers with authentic MENA products.
- Tribe Mediterranean Foods: Tribe produces Mediterranean hummus, dips, and snacks sold in U.S. grocery. It competes for Mediterranean-conscious consumers in the same channels as Afia, though primarily in refrigerated rather than frozen formats.
Broad incumbents
- Amy's Kitchen: Amy's Kitchen is a large, established frozen-meal CPG focused on organic/vegetarian entrées with broad mainstream grocery distribution. It competes for the same frozen-meal shopper occasions and shelf sets, but at far greater scale and with a non-ethnic core menu.
- Ziyad Brand: Ziyad is a long-established ethnic-foods brand offering Mediterranean/Middle Eastern pantry products (tahini, pita, spices, ready meals) across U.S. grocery. It is comparable to Afia as a Mediterranean CPG but with a broader pantry-led portfolio rather than frozen-first.
- Trader Joe's (Private Label Mediterranean): Trader Joe's extensive Mediterranean-inspired frozen private-label range (falafel, kibbeh-style items, frozen entrées) competes for the same shopper occasions as Afia, particularly in natural/specialty channels. Its scale and pricing represent a structural threat to branded entrants.
Emerging players
- Pereg Gourmet: Pereg Gourmet is a smaller U.S. Mediterranean/Middle Eastern pantry brand (couscous, grains, spices, mixes) sold through natural and online channels. It is comparable to Afia's spice/pantry line as a niche MENA pantry brand building out DTC and grocery distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Afia social profiles
Digital presenceAfia compliance and trust
Trust signalCompliance1 record
Afia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Afia leadership team
Management profileNumber of profiles
Profiles1 record
Afia funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Afia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Afia
What does Afia do?
Afia manufactures and sells Eastern Mediterranean frozen foods (flash-fried falafel, halal beef kibbeh croquettes, vegetable-topped Mediterranean Falafel Bowls, and halal frozen chicken meals) along with single-origin spices and spice blends, distributing through national retail grocery chains, foodservice operators, and online/DTC channels. Products are vegan/gluten-free where applicable, halal-certified for meat items, and produced in an SQF-certified U.S. facility.
Is Afia a public or private company?
Afia is a private company. It is classified as venture growth investor backed and is currently operating.
When was Afia founded?
Afia was founded in 2017. It employs 11 to 50 people.
Where is Afia based?
Afia is headquartered in Austin, United States, in the North America region.
How does Afia make money?
Three revenue lines are on record. Frozen Mediterranean Food Products are the primary driver. The others are mediterranean Spices and foodservice/Bulk Products.
Who are Afia's main competitors?
Direct peers on record are Saffron Road, Cedar's Mediterranean Foods, Deep Indian Kitchen, Tandoor Chef, Soom Foods and Tribe Mediterranean Foods. Broad incumbents are Amy's Kitchen, Ziyad Brand and Trader Joe's (Private Label Mediterranean). Pereg Gourmet is listed as an emerging player.
Does Afia have an API?
No public API is recorded for Afia.
What industry is Afia in?
Afia's product category is Frozen Mediterranean Foods. Its primary akta.pro industry code is CRADADAE, Frozen Ethnic & International Meals, with a secondary code of CRADADAA, Frozen Entrées & Complete Meals. Its NAICS code is 31141 and its SIC code is 2030.