Research shows 60% of gluten-free Brits eat different meals for their families every night
With one in five households now having someone who eats gluten-free* and White Rabbit research showing that 60% of those living gluten-free eat a different meal for their families every night, there’s never been a better time to discover the delicious range of Italian Rabbit. These gluten-free food innovators bring joy to the mission of eating gluten-free. In fact, the company was founded on the belief that no one should compromise on good food.
With an Italian chef as co-founder, White Rabbit creates gluten-free dishes inspired by Italian classics. They’ve even built their own bespoke gluten-free bakery in Oxfordshire to deliver on that promise, as well as organizing their own and first-of-its-kind panel of over 1,600 gluten-free shoppers. The Consumer Panel ensures that the voices of those living gluten-free are heard, both in the types of products people want on the shelf and how stores make shopping easier.
White Rabbit co-founder and CEO
Nick Croft-Simon, co-founder and CEO says “The gluten-free community is at the heart of White Rabbit. We want to be a brand they can be proud of – a brand that truly understands and supports them. Through a dedicated panel of gluten-free shoppers, we ensure their voices are heard every step of the way. For example, we know 60% of them eat dinner differently, we don’t want our consumers to.” we want them to enjoy the feeling of togetherness that food often brings, we always wanted to make food that everyone can enjoy, whether they are gluten-free or not, so our innovation focuses on bridging this gap, both in terms of quality and value, so that no one has to miss out on enjoying delicious meals with their loved ones.
From the latest range of frozen yeast pizzas to a trio of new girasole pastas, there’s something high quality and delicious for the whole table.
Signature Sourdough Pizzas
At the heart of the White Rabbit range are their delicious gluten-free pizzas, all made in their dedicated gluten-free bakery in Oxfordshire. Choose from their fresh Neapolitan-style, high-value, slow-proven 24-hour sourdough pizzas; Margarita; Salame & Vegana, along with their recent launch into the frozen aisle, with lean and spicy recipes inspired by Chicken & Chorizo and Prosciutto Ham & Mushroom. Additionally, completing the collection is a pair of pizzettas – lighter bites that are perfect for the air fryer.
Don’t miss the Gnocchi
Light, fluffy and gluten-free, The White Rabbit has a pair of gnocchi recipes that are sure to hit the spot. From summer salads to cozy oven-baked bread, White Rabbit Gnocchi, made with seasoned potatoes and just a few other ingredients for a classic bite, deserves a place in your recipes. Or choose from the delicious three cheese Gnocchi, filled with creamy ricotta, pecorino and mature cheddar cheese.
New wheat pasta
A recent addition to the White Rabbit lineup is a trio of generously filled, gluten-free Girasoli pastas: eggplant parmigiana, cloud squash and provola, and raw prosciutto and mozzarella. These delicious new food recipes are all proudly made in Italy and feature high-quality ingredients, including two first-of-its-kind flavors for supermarkets. They make a seamless, quick and really tasty meal in minutes.
Good points
Elevate your gluten-free holiday by choosing the seriously good sides that the White Rabbit has to offer. We’re talking 24-hour slow proof gluten-free sourdough breads, focaccias, and dough balls. From Mozzarella and Roasted Garlic Bread with creamy mozzarella, bocconcini pearls of mozzarella, roasted cheddar and roasted butter and parsley, to light and delicious white rabbit dough topped with roasted garlic and vegetable oil – delicious! Or discover the light and fluffy Garlic Focaccia, a crowd pleaser for gluten-free and vegetarian diners.
Sweet gifts
Gluten free desserts and sweet treats complete the treat. The founders of White Rabbit, Nick and Theo, have worked for many years in Italy to find the best suppliers and work with partners who respect the artisanal and traditional process. Why not try the classic gluten-free Tiramisu, a combination of coffee-soaked sponges, mascarpone cream and cocoa powder – perfecto! Or a hand-baked, double-wrapped biscotti that goes perfectly with your morning coffee or dessert wine.
More information: www.whiterabbitpizza.co.uk / @official_white-rabbit
White Rabbit products are available in major UK supermarkets including Sainsbury’s, Tesco, Morrisons, Waitrose and Ocado.com. Explore the chilled and frozen aisles.
*Mintel’s approach to gluten/wheat free, 2023
About the white rabbit:
- White Rabbit is an artisanal, artisanal and food brand with a mission to deliver complimentary Italian cuisine that people are proud to eat. The entire range is gluten-free, but always made with love
- It is the brainchild of two friends, Nick Croft-Simon (founder and CEO) and Italian chef Matteo Ferrari (founder and innovation director). Their story began many years ago in the mountains of Italy, where Theo spent his childhood learning family recipes in his uncle’s pizzeria. It was fifteen years later that she met Nick while working as a chef at the White Rabbit pub in Oxford.
- Using Theo’s generations of experience in Italy, the entrepreneurial duo began developing and selling authentic Italian pizzas from the pub’s menu. For two years, The White Rabbit has been the #1 Oxford Pizzeria on TripAdvisor and sells over 2,000 pizzas a week.
- It was during this time that the couple noticed how many people were missing out on Theo’s sourdough pizza because they couldn’t eat gluten. With a firm belief that everyone should eat delicious pizza, they began sourcing the best delicious ingredients from Italy and creating authentic gluten-free pizzas with a range of vegan, dairy and meat options that everyone could enjoy.
- They quickly realized that the only way to do this was to build their own gluten-free bakery that could recreate traditional methods at scale. Over the past 10 years, they have continued to invest and improve to continue to push the boundaries of what is possible in gluten free ingredients.
- It was in 2017 that White Rabbit hit the UK retail market with their signature sourdough pizzas and they haven’t looked back since.
- Today, as well as their signature sourdough pizzas made in their own Gluten Free custom bakery, White Rabbit also has a range of focaccia, pasta and desserts and more, staying true to their ambitions of creating delicious, high quality food that everyone is proud to eat.
- Now, after 10 years of their journey, the brand has ensured steady growth since its inception. A development brought about by their community. In fact, White Rabbit is the second largest gluten-free pizza brand in the UK and the #1 contributor to the development of gluten-free pizza.
- The brand can be found in leading retailers nationwide including Sainsbury’s, Ocado, Waitrose, Morrisons, Co-Op, Wholefoods, Amazon Fresh and Booths.
- The brand is proud to have been recognized as joint winner of the Brand of the Year at the Free From Food Awards 2025. Along with being awarded GOLD for three of its products; Butternut Squash & Provola Girasoli; Sourdough Prosciutto Ham & Mushroom Pizza;, Almond Biscotti.
For more information, images and samples please contact:
(email protected) / 07932 635 625
(email protected) / 07989 431 242
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