Sunny & Luna

What Sunny & Luna does

Sunny & Luna is a London-based, founder-owned (Giulia) fresh pasta company founded in 2022 that produces vegetable-forward Italian pasta products including gnocchi (cauliflower, pumpkin, spinach), lentil tagliatelle, and spinach ravioli. All products are 100% gluten-free, contain over 50% vegetables, have no additives or preservatives, and are made using traditional Italian recipes passed down through three generations of the founder's family. The lentil tagliatelle distinguishes itself nutritionally with 20g of protein per portion through chickpeas, lentils, and green peas, and the Cauliflower Gnocchi has received a Great Taste Award.

The business operates a hybrid distribution model combining direct-to-consumer e-commerce via its Wix-hosted website (sunnyandluna.co.uk) with wholesale listings at major UK retailers including Ocado, Sainsbury's, Whole Foods, and Planet Organic, alongside a network of independent retailers. Individual SKUs are priced at £4.95-£5.15, with bundle offerings giving roughly 10% discounts. The company employs 1-10 people and is operating with no disclosed institutional funding. Marketing relies on content marketing (recipes, Instagram @sunnyandlunaeats), influencer collaborations, and event participation including Taste of London, Expo West, Italodisco, and Ladies Who Launch.

Customer segments are explicitly horizontal: health-conscious consumers, gluten-free consumers, vegans/vegetarians, and Italian food enthusiasts. Strategic partnerships include co-marketing with Borough Broth (joint Sainsbury's shelf presence), Honestly Tasty (plant-based cheese collaborations), Detox Kitchen, and Truffle Guys (ingredient support). The company maintains a presence in the UK, Malta, and the United States, with US activity signaled through Expo West participation. Multiple DTC SKUs are currently listed as out of stock, signaling near-term supply constraints.

Name

Sunny & Luna

Legal name

Sunny & Luna

Website

https://sunnyandluna.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunny & Luna is a London-based, founder-owned fresh pasta company producing gluten-free, vegetable-forward Italian gnocchi, tagliatelle, and ravioli, sold via DTC and through major UK retailers including Ocado, Sainsbury's, Whole Foods, and Planet Organic.

Ownership category

akta.pro rank

Product category

Fresh Italian Pasta

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK)

akta.pro secondary industries

Pasta Manufacturing (dry, fresh, filled) (AFAKABAB), Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

Keywords

• Fresh pasta products
• Vegetable-forward pasta
• Gluten-free gnocchi
• Italian pasta manufacturing
• Legume-based tagliatelle

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly through the company's website (sunnyandluna.co.uk/shop) with standard pricing for individual items and bundle discounts. Customers can purchase individual gnocchi varieties (£4.95), tagliatelle (£5.00), and ravioli (£5.15), as well as various bundle options at discounted rates.
2. Retail/Wholesale Distribution: Products distributed through major UK retailers including Ocado, Sainsbury's, Planet Organic, and Whole Foods. This B2B wholesale channel generates revenue through bulk orders to retail chains.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Sunny & Luna manufactures and sells fresh Italian pasta products — including cauliflower, pumpkin, and spinach gnocchi, Lentil Tagliatelle (made with chickpeas, lentils, green peas), and Spinach Ravioli. All products contain over 50% vegetables, are 100% gluten-free, plant-based, free from additives or preservatives, and are prepared using authentic recipes passed down through three generations. Products are sold direct-to-consumer via the company website and through UK retailers such as Ocado, Sainsbury's, Whole Foods, and Planet Organic.

Product overview

Sunny & Luna is a London-based fresh pasta company specializing in vegetable-based Italian pasta products. The product portfolio consists of two main pasta types—gnocchi and tagliatelle—available in multiple vegetable varieties (cauliflower, pumpkin, spinach). All products are made with over 50% vegetables, are 100% gluten-free, contain no additives or preservatives, and are prepared using authentic Italian recipes. The Lentil Tagliatelle additionally contains legumes (chickpeas, lentils, green peas) providing 20g of protein per portion. Products are sold individually and in value bundles (duos, themed bundles, and complete variety sets). The company also maintains an active recipe content library featuring dishes made with their products.

Differentiator

Problem solved

Functional benefit

Products and services

• Cauliflower Gnocchi Fresh gnocchi made with over 50% cauliflower, certified 100% gluten-free, no additives or preservatives, made with authentic Italian recipes. Targets health-conscious and gluten-free consumers.
• Pumpkin Gnocchi Seasonal fresh gnocchi made with pumpkin, 100% gluten-free, prepared using authentic Italian recipes. For health-conscious consumers seeking vegetable-forward pasta alternatives.
• Spinach Gnocchi Fresh gnocchi made with spinach, 100% gluten-free, no additives or preservatives, made with authentic Italian recipes. For health-conscious and gluten-free consumers.
• Lentil Tagliatelle Fresh tagliatelle made with cauliflower and legumes (chickpeas, lentils, green peas), delivering 20g of protein per portion, 100% plant-based, high in fibre. Targets protein-conscious vegans, vegetarians, and health-focused consumers.
• Spinach Ravioli Fresh spinach ravioli made with authentic Italian recipes, no additives or preservatives. For consumers seeking vegetable-forward filled pasta.
• Gnocchi Bundle Multi-pack bundle of gnocchi varieties offered at a discount over individual purchases. For consumers wanting variety or multi-meal value.
• Try Them All Bundle Full product range bundle at a discount, designed for customers wanting to try the entire Sunny & Luna pasta line.
• Cauliflower & Spinach Gnocchi Duo Two-pack duo bundle combining cauliflower and spinach gnocchi varieties at a discount.
• Pumpkin and Cauliflower Gnocchi Duo Two-pack duo bundle combining pumpkin and cauliflower gnocchi varieties at a discount.
• Tagliatelle and Cauliflower Gnocchi Duo Two-pack duo bundle combining lentil tagliatelle and cauliflower gnocchi at a discount.
• Protein Bundle Bundle focused on higher-protein pasta offerings, including lentil tagliatelle, at a discount over individual pack pricing.
• The Original Three Bundle featuring the original three core gnocchi varieties — cauliflower, pumpkin, and spinach — at a discount over individual pack pricing.
• Autumn Bundle Seasonal autumn-inspired bundle of Sunny & Luna pasta products at a discount over individual pack pricing.
• Spinach Duo Two-pack duo bundle of spinach-based pasta products at a discount over individual pack pricing.
• Spinach and Pumpkin Gnocchi Duo Two-pack duo bundle combining spinach and pumpkin gnocchi varieties at a discount.

Quantifiable outcome

• Products contain over 50% vegetables
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Borough BrothcoreStrategic or Co-development PartnerCollaborative recipe development partnership bringing together Sunny & Luna's vegetable pasta with Borough Broth's sustainably-caught wild fish bone broth. Joint marketing at Sainsbury's featuring complementary products. Both brands received Great Taste star recognition for their respective products.
• Honestly TastycoreStrategic or Co-development PartnerRecipe collaboration partnership creating vegan, cheesy tagliatelle dishes using Honestly Tasty's Garlic and Herb plant-based cheese. Included co-branded Valentine's dinner bundle featuring Sunny & Luna gnocchi with Honestly Tasty's blue cheese.
• Detox KitchenminorStrategic or Co-development PartnerInternational Women's Day recipe collaboration celebrating female founders and healthy green recipes. Detox Kitchen and Sunny & Luna share commitment to taste and health, creating plant-based recipes featuring wild garlic pesto with spinach gnocchi.
• Truffle GuysminorGTM or Marketing PartnerIngredient partnership providing Truffle Dust for recipe development. Featured in Anchovy Butter Tagliatelle recipe showcasing product pairing with Sunny & Luna Lentil Tagliatelle.
• OcadocoreChannel Partner/ Reseller/ DistributorPrimary online retail distribution partner. Featured promotional offers including 20% off entire gluten-free range. Products include cauliflower gnocchi and other varieties available for home delivery.
• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain retail partner. Products featured alongside Borough Broth. Representation at Sainsbury's supplier conference.
• Whole FoodscoreChannel Partner/ Reseller/ DistributorPremium health food retailer with dedicated in-store sampling program. Whole Foods cafe served as temporary office for week-long sampling activities.
• Planet OrganicminorChannel Partner/ Reseller/ DistributorSpecialty organic retailer featuring promotional bundle deals including 2-for-£9 pasta offers and healthy dinner recipe campaigns.
• Food Influencer Network (@izziemcox, @pasta.nipotina, @saucerer.uk)coreGTM or Marketing PartnerOngoing content creation partnerships with food bloggers and influencers for recipe development, cooking tutorials, and brand storytelling. Collaborators create recipes featuring Sunny & Luna products for social media and website content.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Honestly Tasty: UK plant-based cheese brand collaborating with Sunny & Luna on co-branded recipe bundles. Comparable as an emerging UK better-for-you food brand with overlapping target consumer and co-marketing activity.

Broad incumbents

• De Cecco: Premium Italian pasta producer with gluten-free and specialty lines distributed globally. Comparable as an established Italian pasta incumbent with broader scale and similar authenticity-led positioning.
• Saclà: Established Italian fresh pasta and sauce brand with broad UK supermarket distribution. Comparable as an incumbent in the Italian fresh pasta category competing for similar shelf space and consumer occasions.
• Buitoni: Major Nestlé-owned Italian pasta brand with broad fresh pasta and gnocchi ranges. Comparable as a scaled incumbent in the same product category seeking similar retail listings.
• Barilla: Global Italian pasta leader with gluten-free and legume-based product lines. Comparable as a broad incumbent whose gluten-free range directly competes for the same health-conscious consumer.

Direct peers

• Tolerant Foods: Single-ingredient legume pasta brand (lentil, chickpea, black bean pasta). Comparable as a direct specialty pasta competitor targeting gluten-free and high-protein consumers.
• Banza: US-based chickpea and lentil pasta brand offering high-protein, gluten-free alternatives to traditional pasta. Closely comparable to Sunny & Luna on vegetable-forward, legume-based pasta formulations targeting health-conscious consumers.
• Strong Roots: Frozen plant-based food brand (including vegetable-based products) stocked in major UK retailers like Sainsbury's and Whole Foods. Comparable on better-for-you positioning, UK supermarket distribution, and vegetable-led formulation strategy.
• Rana: Italian fresh pasta maker (gnocchi, ravioli, tortellini) widely distributed in UK supermarkets. Comparable on product category (fresh gnocchi/ravioli), retail presence, and Italian heritage positioning.
• Explore Cuisine: Specialty pasta brand made from legumes and vegetables (chickpea, lentil, edamame pasta). Closely comparable on vegetable/legume-forward gluten-free pasta formulations and better-for-you positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sunnyandlunaeats
• LinkedInlinkedin.com/company/sunnyandluna
• Instagraminstagram.com/sunnyandlunaeats

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunny & Luna