Michael LeBlanc and Dr. Sylvain Charlebois talk with Naïla Bassin, Marketing Leader Canada, and Carlo Stocco, Managing Director North America, both of Andriani S.p.A., live at the SIAL Food Innovation Show in Montreal, on launching Italy's fastest-growing better-for-you pasta brand Felicia in Canada. From the new London, Ontario plant to buckwheat, red lentil and green cauliflower SKUs, a NEXTY award, and why fibre is the next protein, it's a masterclass in growing a category rather than chasing it.
In this summer bonus episode of The Food Professor podcast, Michael LeBlanc and Dr. Sylvain Charlebois broadcast live from the SIAL Food Innovation Show in Montreal for a conversation with Naïla Bassin, Marketing Leader Canada, and Carlo Stocco, Managing Director, North America, both of Andriani S.p.A., the Italian company behind Felicia, Italy's fastest-growing pasta brand.
Felicia means "happy" in Italian, and the brand's Canadian arrival is built on a simple but stubborn problem: Canadians want healthier pasta, but the better-for-you category has long asked shoppers to compromise on taste and texture. Carlo traces the company's roots to Gravina in Puglia in southern Italy, its rapid European growth, and the decision to build a North American manufacturing facility in London, Ontario rather than simply import from Europe. That plant now anchors a national launch, with organic ingredients increasingly sourced in Canada and an ambition to bring the entire supply chain onshore.
Naïla unpacks what makes the product different. Felicia owns its technology and mills its own raw materials, which matters enormously when there's no gluten to bind the pasta. The result is a seven-SKU lineup built on single ingredients and vegetables rather than blends and fillers: buckwheat, brown rice and spirulina, chickpea, red lentil, oat and green cauliflower. One organic red lentil serving delivers 23 grams of protein and 14 grams of fibre, plus iron and potassium. The oat pasta recently took home a NEXTY award for best gluten-free product at Expo West in Los Angeles, chosen from more than 1,000 submissions.
The conversation turns to the retail strategy every emerging food brand wrestles with. Felicia has launched in specialty and health stores across Ontario and Quebec, landed at Loblaw in the natural health aisle, secured Costco with red lentil penne plus a limited mid-May drop of organic oat and green cauliflower cavatappi, is rolling into Save-On-Foods, and is in discussions with Sobeys. But where should it live on shelf? Carlo makes the case for the main pasta aisle using Italy's Esselunga, where 14 Felicia items sit alongside conventional pasta and grow the total category, much as cereal and bakery have already been transformed.
A sharp listen for anyone tracking Canadian grocery innovation, better-for-you food trends and brand building in a crowded category.