The White Rabbit Pizza Co has launched a new frozen range as an exclusive listing in Holland & Barrett.

Its new frozen variants comprise The Smokin’ Vegan and The Vegan Gardener. Both pizzas are plant-based and gluten-free.

The White Rabbit Pizza’s frozen range launched in Holland & Barrett as part of the retailer’s chilled and frozen category revamp, with new packs specifically designed for the freezer aisle.

“This is an incredibly exciting time for The White Rabbit, and our venture into frozen with Holland & Barrett feels like a natural step in our journey, bringing a premium artisan alternative offer to the category while increasing brand penetration,” said Nick Croft-Simon, co-founder of The White Rabbit Pizza.

The frozen range was launched following The White Rabbit’s value growth of 56% year-on-year, said the company.

Distribution has also increased by 64% in Sainsbury’s and Waitrose on existing lines and new listings across mid-counties Co-op stores with Smokin’ Vegan and Vegan Gardener.

“It totally makes sense to offer our consumers options that help to reduce food waste, with a longer shelf life that doesn’t compromise on quality and taste.”

The White Rabbit Pizza began as a kitchen project in 2015, founded by childhood friends Croft-Simon and Matteo Ferrari, an Italian pizza chef. The pizzas were made using Ferrari’s family recipes and marketed off the menu at The White Rabbit pub in Oxford, where they worked part-time during university.

The new variants are available in a frozen format across 360 Holland & Barrett stores at an rrp of £5.