White Rabbit launches new gluten-free frozen Romana pizzas

White Rabbit is expanding its gluten-free frozen pizza range with two new Romana-style pizzas, including a spicy Salame Piccante and classic Margherita, alongside recipe upgrades across its existing frozen collection.

Finding a good gluten-free pizza that delivers on both texture and flavour can still be a challenge, particularly when you want something convenient to keep in the freezer. This autumn, White Rabbit is hoping to raise the bar with an expanded range of gluten-free frozen pizzas featuring larger Romana-style bases and an improved sourdough recipe.

The gluten-free food brand has introduced two new frozen pizzas – Salame Piccante and Margherita – while also updating its existing Chicken & Chorizo and Prosciutto Ham & Mushroom recipes.

All four pizzas are made at White Rabbit's dedicated gluten-free bakery in Oxfordshire and feature a new, larger 10-inch Romana-style base.

What is different about White Rabbit's new gluten-free pizzas?

At the heart of the updated range is a new bespoke dough recipe featuring twice the amount of 24-hour slow-proved sourdough used previously.

The larger 10-inch Romana-style base has been developed specifically for White Rabbit's frozen pizza collection, with the pizzas then hand-topped with Mediterranean-inspired ingredients.

For people following a gluten-free diet, the range offers another convenient option for quick weeknight dinners, sharing with friends or simply keeping in the freezer for evenings when cooking from scratch isn't practical.

White Rabbit Salame Piccante gluten-free pizza

The White Rabbit Frozen Salame Piccante brings a little more heat to the gluten-free freezer aisle.

Its sourdough Romana base is topped with White Rabbit's signature Mediterranean tomato sauce, Italian Spianata salami, creamy mozzarella and red chillies.

It provides a spicier alternative to the more traditional gluten-free pizza flavours commonly available in supermarkets.

White Rabbit Margherita gluten-free pizza

For those who prefer to keep things classic, the new White Rabbit Frozen Margherita combines the sourdough Romana base with Mediterranean roasted tomato sauce, creamy mozzarella, pecorino and Mediterranean oregano.

The launch marks the first time White Rabbit has offered its Margherita recipe as part of its frozen pizza collection.

Improved Chicken & Chorizo and Prosciutto Ham & Mushroom pizzas

White Rabbit has also refreshed its two existing frozen pizzas, bringing the total collection to four.

The Chicken & Chorizo Pizza now features the larger sourdough base topped with roasted Italian tomato sauce, creamy mozzarella, harissa-marinated chicken and chorizo crumble.

The Prosciutto Ham & Mushroom Pizza combines the new base with White Rabbit's tomato sauce, mozzarella, Italian Prosciutto Cotto ham and seasoned mushrooms.

Both recipes have also been given more generous toppings as part of the range update.

Making gluten-free convenience food easier to find

White Rabbit says its aim is to make gluten-free food something consumers are happy to share with everyone at the table, rather than creating products that feel like a compromise.

The company consults a consumer panel of more than 2,000 gluten-free shoppers when developing new products. According to research conducted with this panel, 64% said they struggle to find suitable options when eating out.*

This can make having enjoyable gluten-free alternatives at home particularly useful, whether someone is living with coeliac disease, has been advised to avoid gluten or chooses gluten-free foods for another reason.

Nick Croft-Simon, Co-Founder and CEO of White Rabbit, says:

“Our mission has always been to bring joy to the experience of eating gluten free food; to hear, prioritise and champion gluten free consumer, and these exciting new launches allow us to continue to deliver on that.”

He adds that the new range focuses on what the company believes frozen pizza shoppers are looking for: “quality Romana style bases and premium flavour options.”

Where can you buy White Rabbit gluten-free frozen pizza?

The new White Rabbit Margherita is available from Tesco in the Frozen Free From section, while the Salame Piccante is available from Sainsbury's Frozen Free From section.

The improved Chicken & Chorizo pizza is available from Tesco, Morrisons and Ocado, while the improved Prosciutto Ham & Mushroom pizza is available from Sainsbury's and Ocado.

The pizzas have an RRP of £5.50.

White Rabbit frozen pizza range at a glance

• Margherita – tomato sauce, mozzarella, pecorino and oregano

• Salame Piccante – tomato sauce, Spianata salami, mozzarella and red chillies

• Chicken & Chorizo – tomato sauce, mozzarella, harissa-marinated chicken and chorizo crumble

• Prosciutto Ham & Mushroom – tomato sauce, mozzarella, Prosciutto Cotto ham and seasoned mushrooms

All are made using White Rabbit's larger 10-inch gluten-free Romana-style sourdough base.

Find out more: White Rabbit Pizza website and @official_white-rabbit

*Research supplied by White Rabbit based on its gluten-free consumer panel.