Mediterranean food company Afia introduced its sixth falafel flavor as an ode to the founder’s favorite spice blend - za’atar. Afia Za’atar Falafel will be available at Sprouts stores, retailing for $5.99 per bag. The company plans to expand the product offering to other retailers in 2023 and online.
“The launch of our Za’atar falafel is a sign of how far our company has grown in the five years since we launched at one farmer’s market in Austin,” says Founder and President Farrah Moussallati Sibai. “We needed to educate shoppers on how to serve falafel in those early days. Now, there’s been an explosion of Mediterranean trends and general interest, as people are discovering za’atar in their own kitchens.”
Za’atar is a traditional Middle Eastern spice blend that consists of a range of spices, including dried thyme, oregano, sumac, toasted sesame seeds, and salt. Afia’s spice blend is proprietary but as with many of their products seeks to update traditional favorites.
The Za’atar Falafel variety are vegan, gluten-free, soy-free, nut-free, made of all-natural ingredients, and convenient to prepare.
“There’s so much enthusiasm for this flavor when I preview it for people. I look forward to introducing it to others who are trying it for the first time. I promise they will be hooked,” Sibai said.
About Afia
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. 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 proudly became one of H-E-B’s Supplier Diversity Supplier of the Year award recipient and a Chobani’s Incubator brand, both in 2019. Afia now offers six different products at more than 3000 locations nationwide and 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.
