Introducing White Rabbit Pizza - The innovative gluten-free & organic pizza range set to reignite the free-from aisles, launching at Sainsbury’s

The White Rabbit Vegan Pizza

The White Rabbit Vegan Pizza

It’s hard to find a person that doesn’t like pizza. Versatile, super quick and the go-to meal to share between many, the Italian dish has long been a staple favourite for dining in and out. But a pizza range that’s accessible for all - vegans? Veggies? Free-from? Plus, one that actually tastes good? Impizzable. Until now…

Founded by a trio of friends who led an Oxford pub to the top of the TripAdvisor pizza restaurant list, The White Rabbit Pizza Co. is revolutionising the free-from aisles. Less than two years since they first started, the team are over the moon to launch two of their gourmet ranges into Sainsbury’s stores.

Serving up a slice of stone baked goodness and without a crumb of cauliflower base in sight; The White Rabbit Pizza team worked for over a year to perfect their award-winning, 100% organic, gluten and dairy-free bases. Their mission was simple, to create a pizza that stood out from the free-from crowd and, regardless of dietary requirements, could be enjoyed by all pizza lovers - simply because it tasted good.

The team at Sainsbury’s were blown away by how good the White Rabbit gluten free pizzas were and are delighted to be the UK’s first supermarket to launch a chilled vegan pizza within the new listing. Italian born Matteo also brings generations of pizza making experience to the table, having worked at his Uncle’s pizzeria in Italy from the age of 15, he even took part in Milan’s Pizza Olympics, finishing in the top 10 out of thousands of entrants in the 2007 contest.

Sainsbury’s customers can expect to see the Smokin’ Vegan (Vegan Cheese, Peppers, Olives), which is a gluten-free as well as dairy-free pizza, launching from the 27th August. With an RRP of £4.99, the authentic stonebaked range will be available in 150 stores.

In a recent report released by market analysts Kantar Worldpanel, data showed that more than three quarters of British high street shoppers have bought foods free from gluten and dairy, with sales soaring to £800million in the past year. With a rise in health-conscious consumers, market researchers Mintel predict free-from will gain an additional £100million in sales by 2020. The report highlighted Sainsbury's as a standout performer in the sector, with the addition of The White Rabbit Pizza Co. range into stores reinforcing plans to grow the offering in the free-from aisle.

For more information on the range, to ‘meet the rabbits’ or find your nearest stockist, please visit,

White Rabbit Pizza Smokin’ Vegan (Vegan Cheese, Peppers, Olives) £4.99

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