White Rabbit secures Sainsbury’s listing for chilled vegan pizza

Gluten-free brand White Rabbit Pizza Co has secured a listing for two of its pizzas at Sainsbury’s, including its chilled vegan pizza.

Available now in 150 Sainsbury’s stores, the two pizzas are: Wild Babe, which is a gluten-free organic pizza, comprising ham, mushrooms, capers and oregano; and Smokin’ Vegan, topped with vegan cheese, peppers and olives. Both pizzas are priced £4.99 each.

The brand claims its Smokin’ Vegan is the first chilled vegan pizza to be listed in a UK supermarket.

"We were incredibly flattered not only by the fact that Sainsbury’s contacted us regarding the range, but also by their wonderful feedback on the products themselves,” said White Rabbit co-founder Nick Croft-Simon. “They are delighted to be the UK’s first supermarket to launch a chilled vegan pizza within the new listing.”

Founded by friends Nick Croft-Simon, Josh Ogle and Matteo Ferrari who led Oxford pub The White Rabbit Pub to the top of the TripAdvisor pizza restaurant list, the White Rabbit Pizza Co was started up two years ago to “revolutionise the free-from aisles”.

With a rise in health-conscious consumers, market researchers Mintel predict free-from will gain an additional £100m in sales by 2020. The report highlighted Sainsbury's as a standout performer in the sector.

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