Research reveals 60% of gluten free Brits eat differently to their families every evening
With one in five households now containing someone who eats gluten free* and White Rabbit research revealing that 60% of those living gluten free eat a different meal to their families each evening, there’s never been a better time to discover the delicious range of Italian food from White Rabbit. These food obsessed, gluten free innovators, are on a mission to bring joy to the experience of eating gluten free food. In fact, the company was founded on the belief that no one should have to compromise on good food.
With an Italian chef as co-founder, White Rabbit creates gluten free dishes inspired by Italian classics. They even built their own bespoke gluten free bakery in Oxfordshire to deliver on this promise, as well as establishing their very own, and first-of-its-kind, panel of over 1,600 gluten free shoppers. The consumer panel ensures the voice of those living gluten free is heard and reflected both in the kinds of products people wish existed on shelf and how stores can make shopping easier.
White Rabbit Co-Founder and CEO
Nick Croft-Simon, Co-Founder and CEO, says “The gluten free community is at the very heart of White Rabbit. We want to be a brand they can be proud of – a brand that truly understands and champions them. Through our dedicated panel of gluten free shoppers, we ensure their voices are heard at every step of our journey. For example, we know that 60% of them eat a different evening meal to the rest of their household. We don’t want our consumers to feel ‘other’, we want them to enjoy the feeling of togetherness that food so often brings. We’ve always wanted to make food that anyone would choose to eat, regardless of whether they’re gluten-free or not, so our innovation has a relentless focus on closing this gap, both in quality & value, so that no one ever has to miss out on enjoying delicious food with their loved ones.”
From their latest frozen sourdough pizza range, to the trio of new gourmet Girasoli pastas, there’s something high quality and delicious for the whole table to discover.
Signature Sourdough Pizzas
At the centre of the White Rabbit range is their delicious gluten free pizzas, all crafted at their dedicated gluten free bakery in Oxfordshire. Choose from their fresh, signature Neapolitan style, raised crust, 24-hour slow proved sourdough pizzas; Margherita; Salame & Vegana, along with their recent launches into the frozen aisle, with the Italian thin & crispy inspired Chicken & Chorizo and Prosciutto Ham & Mushroom recipes. Plus, completing the collection is a pair of pizzettas – the perfect air-fryer friendly lighter bite.
Not to be Missed Gnocchi
Light, fluffy and gluten-free, White Rabbit has a pair of gnocchi recipes that are sure to hit the spot. Ready to be featured in your recipes, from summer salads to cosy oven bakes, the White Rabbit Classic Gnocchi, is made with seasoned potatoes and just a handful of other ingredients for that classic bite. Or opt for the deliciously indulgent Three Cheese Gnocchi which is filled with creamy ricotta, pecorino and mature cheddar cheese.
Gourmet New Girasoli Pastas
A recent addition into the White Rabbit range is the trio of generously filled, gluten free Girasoli pastas: Aubergine Parmigiana, Butternut Squash & Provola and Prosciutto Ham & Mozzarella. These delicious new foodie recipes are all proudly made in Italy and feature high quality ingredients, including two gluten free flavour firsts for the supermarkets. They make for a compromise free, quick and truly tasty meal in minutes.
Seriously Good Sides
Elevate your gluten free feast even further with the selection of seriously good sides that White Rabbit has on offer. We’re talking 24-hour slow proved gluten free sourdough flatbreads, focaccias and dough balls. From the Mozzarella & Roasted Garlic flatbread, featuring creamy mozzarella, bocconcini mozzarella pearls, mature cheddar and a roasted garlic & parsley butter to the light and fluffy White Rabbit Sourdough Doughballs complete with a flavoursome roasted garlic and herb butter – delicious! Or discover the light and fluffy Roasted Garlic Focaccia, a crowd pleaser for gluten free and vegan diners.
Sweet Treats
Finishing with a flair, are the gluten free desserts & sweet treats. White Rabbit Co-Founders, Nick & Teo, have spent years on the ground in Italy sourcing the best suppliers, working with partners who honour the artisanal and traditional process. Why not try the gluten free Classic Tiramisu, a combination of coffee soaked sponge, mascarpone cream & cocoa powder – perfecto! Or the hand-baked and twice-rolled traditional Almond Biscotti, which pairs perfectly with your morning coffee or a dessert wine.
Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit
White Rabbit products are available at major supermarkets across the UK including Sainsbury’s, Tesco, Morrisons, Waitrose and Ocado.com. Discover in the chilled & frozen free from aisles.
*Mintel Attitudes to Gluten/Wheat Free, 2023
About White Rabbit:
- White Rabbit is a crafted, artisanal, foodie brand on a mission to deliver compromise free Italian dishes that people are proud to eat. The full range is made without gluten, but always with love
- It’s the brainchild of two friends, Nick Croft-Simon ( Co-Founder and CEO) and Italian chef, Matteo Ferrari (Co-Founder and Innovation Director). Their story began many years ago in the Italian mountains, where Teo spent his childhood mastering family recipes at his uncle’s pizzeria. It was fifteen years later, whilst working as a chef at the White Rabbit pub in Oxford, he met Nick
- Using Teo’s generations of experience in Italy, the entrepreneurial duo started refining and marketing authentic Italian pizzas off the pub’s menu. Within two years The White Rabbit was rated No. 1 pizzeria in Oxford on TripAdvisor, selling over 2000 pizzas a week
- It was during this time that the pair saw firsthand just how many people were missing out on Teo’s sourdough pizzas because they couldn’t eat gluten. With a firm belief that everyone should be able to eat delicious pizza, they began sourcing the best tasting ingredients from Italy and crafting authentic gourmet gluten free pizzas, with a range of vegan, dairy and meat options, that can be enjoyed by all
- They quickly realised the only way to do this was to build their own gluten free bakery that can recreate traditional methods at scale. Over the last 10 years, they have continued to invest and upgrade, to keep pushing the boundaries of what’s possible in gluten free
- It was in 2017 that White Rabbit launched into the UK retail market with its signature sourdough pizzas and they haven’t looked back since
- Today, as well as their signature sourdough pizzas, crafted in their own bespoke Gluten Free bakery, White Rabbit also have a range of authentic focaccia, pasta and desserts and more, remaining true to their ambition to craft delicious, high-quality food that everyone is proud to eat
- Now, 10 years into their journey, the brand has delivered sustained growth since launch. Growth that has been driven by their community. In fact, White Rabbit is the UK’s second largest gluten free pizza brand and the No.1 contributor to gluten free pizza growth
- 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 named joint winner of the Brand of the Year at 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
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