Felicia, Italy's leading brand of healthy pasta and a NEXTY Award winner, has officially launched in Canada with a coast-to-coast retail expansion spanning more than 800 stores. The brand aims to redefine the "better-for-you" pasta market by combining authentic Italian taste with clean, organic ingredients.
Massive Retail Rollout
The expansion includes major national retailers across Canada, making Felicia products widely accessible. This move addresses a gap in the market where healthier pasta options have often fallen short on flavor and texture, limiting consumer adoption.
Local Manufacturing Hub in London, Ontario
A key milestone is the establishment of Felicia's primary North American manufacturing facility in London, Ontario. The 65,000-square-foot facility represents a $55 million investment and currently employs 28 staff, with plans to grow to 40 by the end of 2026. The plant can produce up to 15,000 tonnes annually across two production lines for short and long-cut pasta, with capacity for future expansion.
"Canadians want healthier pasta, but most options miss on taste and texture, limiting repeat purchase. Felicia has proven it can grow the entire pasta category in its homeland of Italy, and we aim to repeat this winning model in Canada," said Naila Bassin, Marketing Director for Felicia Canada.
Award-Winning Product Line
Felicia's Organic Oat Penne recently won the prestigious 2026 NEXTY Award for Best Gluten-Free Product at Natural Products Expo West in California. It contains three times more fibre than regular gluten-free pasta, offering clear nutritional benefits without compromising on taste.
The brand's product lineup includes seven SKUs: oat, buckwheat, red lentil, chickpea, spirulina, and green cauliflower pastas. Each variety leverages sustainable, nutrient-dense ingredients to deliver a joyful pasta experience.
Integrated Value Chain
Felicia operates a fully integrated value chain, from ingredient sourcing and milling to production. This control ensures consistent quality and innovation. "With our London, Ontario facility, we can deliver consistent supply at scale while maintaining full control over quality," said Carlo Stocco, Managing Director, North America, Andriani S.p.A.
The launch marks a significant step for the healthy pasta category in Canada, offering consumers a product that meets both nutritional and taste expectations.
