White Rabbit secures New National Listing with Tesco as it Extends its Gluten Free Frozen Range

White Rabbit, the gluten free innovators on a mission to bring compromise free, high-quality Italian meal solutions to the category, today announces it has won a new national supermarket listing with Tesco. Due to go live from 8th September, the retailer will take a trio of NPD, all crafted specifically for the frozen free from fixture. This includes two Tesco exclusive lines; White Rabbit Chicken & Chorizo Pizza (RRP £4, 332g) and the White Rabbit Sourdough Doughballs & Roasted Garlic & Herb Butter (RRP: £2.75), which both launch into 714 stores, plus a White Rabbit Prosciutto Ham & Mushroom Pizza (RRP £4, 332g), which lands in 210 stores and will also launch into Sainsbury’s and Ocado.

The launch into Tesco is a significant milestone in the White Rabbit journey, with the brand already the UK’s second largest gluten free pizza brand and the No.1 contributor to gluten free pizza growth*. It also marks an exciting extension of the brand’s frozen offering, with the new duo of pizzas being the first of their kind for gluten free. 

With 85% of consumers dissatisfied with frozen gluten free pizza offerings** the new range has been formulated to answer gluten free shoppers' demands for increased variety, quality and value for money when it comes to meal solutions. With 70% of frozen gluten free pizza SKUS in the market catering to meat free or dairy free diets***, yet only 4% of gluten free shoppers following a gluten free and plant-based diet***, the new Pizzas bridge the gap for meat and dairy options. Created using White Rabbit’s signature 24-hour slow-proved sourdough, they boast a thin and crispy base, made daily in-house at the brand’s dedicated gluten free bakery. 

Nick Croft-Simon, Co-Founder and CEO, says “Launching into Tesco with our new frozen range is a landmark moment for the White Rabbit brand, allowing us to bring our crafted and no compromise gluten free recipes to a wider audience and, as a frozen offering, at an even more accessible price point. We understand that our consumers don’t want to compromise additionally beyond their dietary needs, so we’re excited to also be adding a variety of new meat and dairy options to the range. As a consumer-led brand that involves our dedicated panel of gluten free shoppers every step of the way, we can ensure the products we’re bringing out are meeting their needs across taste, quality and price. 

White Rabbit was founded on the belief that no one should have to compromise on good food. We are all about crafting delicious Italian meals you’re proud to eat and share and we even built our own bakery so we can push the boundaries of what’s possible in gluten free. We’re now very grateful to have the support of Tesco to help us accelerate our mission. We can’t wait to share this with the wider community and to reach even more free from shoppers.” 

The latest launches exemplify the White Rabbit commitment to offering no compromise, high quality Italian food that tastes on a par with top-tier main fixture counterparts, whilst offering value parity to consumers. As always, the range is crafted using traditional Italian family recipes and the very best ingredients to create dishes inspired by Italian classics. Food made without gluten, but always with love. 

Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit