Felicia
Felicia is an Italian organic, gluten-free pasta brand producing 11 varieties from whole grains, legumes, and spirulina for health-conscious consumers in North America and Europe through retail, Amazon, and D2C e-commerce.
- Company typePrivate
- Founded2009
- HeadquartersBari, Italy
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Felicia does
Felicia is an organic, naturally gluten-free pasta brand owned by Italian benefit corporation Andriani S.p.A., founded in Gravina in Puglia, Italy. The company produces 11 pasta varieties across three product lines — Whole Grains (buckwheat, oat, brown rice), Legumes (red lentil, chickpea), and Superfoods (brown rice with Italian-grown spirulina) — manufactured in a company-owned allergen-free facility with a proprietary multigrain mill that controls production from seed to finished product. Functional attributes include up to 26g protein and 14g fiber per 3.5oz serving in legume-based SKUs, with all products certified organic and free from artificial additives.
Felicia monetizes through a hybrid direct-to-consumer and retail/wholesale model. Direct channels include a Shopify-powered e-commerce store at felicia.us, Amazon US with Prime delivery, and Instacart. Wholesale distribution spans US specialty and natural grocery retailers (Eataly, MOM's Organic Market, Costco) and an 800+ store coast-to-coast Canadian retail footprint launched in 2026. The brand is operated in North America through Andriani USA PBC, a Delaware benefit corporation headquartered in New York, with a $55 million, 65,000-square-foot manufacturing facility in London, Ontario serving as the primary North American production hub at up to 15,000 tonnes annual capacity.
Felicia targets health-conscious consumers, gluten-intolerant consumers, and specialty/natural grocery buyers seeking clean-label pasta with superior nutritional density relative to conventional wheat and legacy gluten-free alternatives. Distribution, marketing, and product development are anchored by sustainability credentials — including Andriani's 2025 carbon-neutral milestone, leadership of Italy's largest sustainable legume supply chain, and a circular zero-waste spirulina co-production partnership with Italian supplier Apuliakundi — and validated by Fast Company Brands That Matter 2024 recognition and the 2026 NEXTY Award for Best Gluten-Free Product.
Felicia firmographics
Firmographics- Name
- Felicia
- Legal name
- Felicia (Brand of Andriani S.p.A.)
- Website
- https://felicia.us
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Felicia is an Italian organic, gluten-free pasta brand producing 11 varieties from whole grains, legumes, and spirulina for health-conscious consumers in North America and Europe through retail, Amazon, and D2C e-commerce.
- Ownership category
- akta.pro rank
Felicia industry classification
Industry- Product category
- Gluten-free organic pasta
- NAICS
- Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Food And Kindred Products (2000), Grain Mill Products (2040)
- akta.pro primary industry
- Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK)
- akta.pro secondary industry
- Pasta Manufacturing (dry, fresh, filled) (AFAKABAB)
Keywords
Where Felicia is headquartered
LocationHeadquarters
- HQ city
- Bari
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
Felicia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly to consumers through the company's Shopify-powered website (felicia.us) and Amazon storefront with Prime delivery in the United States.
- Retail/Wholesale Distribution: Products sold through major national retailers and specialty/natural grocery stores including Costco, Eataly, MOM's Organic Market, and 800+ stores across Canada for coast-to-coast retail expansion.
- Marketplace Delivery: Products available through Instacart for same-day delivery to consumers in supported markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Retail and e-commerce pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Felicia product offering
Product offeringCore offering
Felicia produces and sells organic, naturally gluten-free pasta made from whole grains (buckwheat, oats, brown rice), legumes (red lentils, chickpeas), and superfoods (spirulina). The portfolio spans 11 pasta varieties across three product lines — Whole Grains, Legumes, and Superfoods — manufactured in an allergen-free Italian facility with a company-owned multigrain mill, and distributed via direct e-commerce, Amazon, Instacart, and specialty/natural grocery retail across the U.S. and Canada.
Product overview
Felicia is a single-product brand focused on organic, naturally gluten-free pasta made from diverse ingredients including whole grains (oat, brown rice, buckwheat), legumes (red lentil, chickpea), and superfoods (spirulina). The portfolio spans 11 pasta varieties across three product lines: Whole Grains (5 varieties), Legumes (4 varieties), and Superfoods (2 varieties). All products are crafted in an allergen-free facility in Gravina in Puglia, Italy, with the company's multigrain mill enabling control from seed to supper. Felicia's North American operations are anchored by a production facility in London, Ontario, with distribution through major retailers, Amazon, and specialty stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Buckwheat Mezzi Rigatoni Organic gluten-free pasta made from 100% whole grain buckwheat, naturally rich in magnesium, crafted in an allergen-free facility. Targeted at health-conscious and gluten-free consumers.
- Oat Penne Organic high-fiber gluten-free pasta made with 51% whole oats, providing 9g protein and 7g fiber per serving. Targeted at health-conscious and gluten-free consumers.
- Oat Spaghetti Organic high-fiber gluten-free pasta made with 51% whole oats, providing 9g protein and 7g fiber per serving. Targeted at health-conscious and gluten-free consumers.
- Brown Rice Elbows Organic whole grain gluten-free pasta made from 100% brown rice, providing 10g protein per serving. Targeted at health-conscious and gluten-free consumers.
- Brown Rice Spaghetti Organic whole grain gluten-free pasta made from 100% brown rice, providing 10g protein per serving. Targeted at health-conscious and gluten-free consumers.
- Red Lentil Penne Organic high-protein gluten-free pasta made from 100% red lentils, providing 26g protein and 12g fiber per serving. Targeted at health-conscious and gluten-free consumers seeking high-protein alternatives.
- Red Lentil Spaghetti Organic high-protein gluten-free pasta made from 100% red lentils, providing 26g protein and 12g fiber per serving. Targeted at health-conscious and gluten-free consumers seeking high-protein alternatives.
- Chickpea Orzo Organic high-protein gluten-free pasta made from 100% chickpeas, rich in protein and fiber. Targeted at health-conscious and gluten-free consumers.
- Chickpea Fusilli Organic high-protein gluten-free pasta made from 100% chickpeas, providing 22g protein and 14g fiber per serving. Targeted at health-conscious and gluten-free consumers.
- Brown Rice & Spirulina Fusilli Organic gluten-free superfood pasta made from brown rice and 100% Italian-grown spirulina (sustainably grown by partner Apuliakundi), providing 9g protein and 5g fiber per serving. Targeted at health-conscious consumers seeking nutrient-dense options.
- Brown Rice & Spirulina Spaghetti Organic gluten-free superfood pasta made from brown rice and 100% Italian-grown spirulina, providing 9g protein and 5g fiber per serving. Targeted at health-conscious consumers seeking nutrient-dense options.
Quantifiable outcome
- 26g protein per 3.5oz serving in red lentil varieties
- +4 more outcomes
Companies that use Felicia
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Felicia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Felicia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ApuliakundicoreItalian partner that sustainably grows spirulina for Felicia's Brown Rice & Spirulina pasta products in a circular zero-waste system, using water from the company's own pasta production process. The spirulina has been called 'the food of the future' and is rich in antioxidants and essential amino acids.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Felicia competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Felicia social profiles
Digital presenceFelicia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Felicia leadership team
Management profileNumber of profiles
Felicia subsidiaries and ownership
Company hierarchySubsidiaries1 record
Felicia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Felicia 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 Felicia
What does Felicia do?
Felicia produces and sells organic, naturally gluten-free pasta made from whole grains (buckwheat, oats, brown rice), legumes (red lentils, chickpeas), and superfoods (spirulina). The portfolio spans 11 pasta varieties across three product lines — Whole Grains, Legumes, and Superfoods — manufactured in an allergen-free Italian facility with a company-owned multigrain mill, and distributed via direct e-commerce, Amazon, Instacart, and specialty/natural grocery retail across the U.S. and Canada.
Is Felicia a public or private company?
Felicia is a private company. It is classified as corporate owned and is currently operating.
When was Felicia founded?
Felicia was founded in 2009. It employs 1 to 10 people.
Where is Felicia based?
Felicia is headquartered in Bari, Italy, in the Europe region.
How does Felicia make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail/Wholesale Distribution and marketplace Delivery.
Does Felicia have an API?
No public API is recorded for Felicia.
What industry is Felicia in?
Felicia's product category is Gluten-free organic pasta. Its primary akta.pro industry code is AFAKABAK, Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains), with a secondary code of AFAKABAB, Pasta Manufacturing (dry, fresh, filled). Its NAICS code is 311824 and its SIC code is 2000.