White Rabbit vegan pizza expands Sainsbury’s listings

White Rabbit Co has ramped up its Sainsbury’s distribution, with the retailer stocking another variant – Viva La Vegan – and increasing distribution of its Smokin’ Vegan pizza from 150 stores to 433.

Available today (8 March) across 101 Sainsbury’s stores, Viva La Vegan comprises vegan mozzarella, vegan pesto and sun-dried tomatoes.

The company launched the Smokin’ Vegan pizza into Sainsbury’s stores in August 2017, claiming it as the first chilled vegan pizza to be listed in a UK supermarket.

Also being stocked at 99 Sainsbury’s stores across England is the gluten-free Chorizo Loco pizza.

Nick Croft-Simon, co-founder at The White Rabbit Co, said Sainsbury’s gave the brand its first chance on the big stage and the company has repaid its faith with strong sales.

“The reaction from customers has been even better than we could have hoped for and we can't wait to share our range with even more pizza-lovers across the country,” said Croft-Simon. “Thank you so much again to everyone for supporting our journey.”

To encourage further sales, Sainsbury’s will be offering White Rabbit Co pizzas for £4.50 each between 2 and 22 May, before putting the price back up to £5.

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