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White Rabbit upgrades gluten free pizza

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Italian gluten free challenger, White Rabbit, has invested in a bold re-brand and a game-changing upgrade of its dedicated bakery, set to bring the ‘holy grail’ of uncompromising taste to the gluten free category.

White Rabbit’s Oxford-based bakery now has a unique state-of-the-art oven, specifically designed for the optimum cooking of gluten free sourdough. Crafted with a bespoke flour blend, including gut-friendly ancient grains, new recipes will roll out across White Rabbit Chilled Pizza, Focaccia and Flatbreads, as well as its Frozen Pizzettas, and Dough Balls this month. The White Rabbit Chilled Signature 24-hour Proved Sourdough Pizza will also increase in size from 9 to 10 inches, delivering better value for money for consumers.

This pioneering move demonstrates how White Rabbit is leading category growth by closing the taste and quality gap between gluten free and top tier main fixture counterparts. The major upgrade will target an estimated 7M UK gluten free consumers with a truly authentic taste experience and better value for money.

White Rabbit’s track record of bringing new shoppers into the market speaks for itself, with a 53% increase over the past two years – two thirds of which are incremental to the category. Its ‘consumer-first’ strategy already has people coming back for more, with 70% of shoppers staying loyal to the brand – all resulting in White Rabbit growing six times faster than the total gluten free market.

The recipe improvements coincide with a brand refresh across the entire range, which also includes White Rabbit Gnocchi, Fresh Ravioli Pasta and Tiramisu SKUs. The re-brand has been developed to dial up White Rabbit’s handcrafted foodie credentials and its position as a Top 10 UK Pizza Brand.

Whilst the move is revolutionary for the market, the recipe developments have been part of the brand’s long-term mission to remove the compromise from gluten free food since launching in 2015.

“From the beginning, we have been on a journey to remove the gap in taste and quality between gluten free food and its best-in-class main fixture equivalents,” said White Rabbit Co-founder and CEO Nick Croft-Simon. “We have put over 10 years of knowledge and experience as a dedicated gluten free brand into making this happen, and not only have we now reached the promised land with this latest investment into our technology, but we’ve done so at an incredibly exciting time for the category.

“With one in five UK households now having a gluten free member, the opportunity to bring these people (and the rest of the family) to the table is huge. Gluten free is driving growth in Free From, but the retail fixture largely focuses on the 4 per cent of consumers that are both gluten free AND plant-based; we’re seeing the opportunity emerge for purely gluten-free solutions, growing at +4.8% YoY vs the declines of plant-based segments at -2.6%.

“Our food now looks and tastes incredible. To be truly best-in-class in gluten free means being able to stand shoulder to shoulder with high quality, main fixture equivalents, and our new recipes and process deliver this and more. We have ranges spanning meat, dairy and plant-based dietary requirements, which is the real recipe for gluten free growth, and we have the knowledge and capability to support our retail partners in taking the category to the next level.”

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