Including category-first spicy Salame Piccante, taking the premium pizza trend to gluten-free shoppers
White Rabbit, the gluten free innovators on a mission to bring joy to the experience of eating gluten-free food, is expanding its range of frozen sourdough pizzas with the launch of two brand new flavours and two improved recipes, now in a bigger 10” size. Its first frozen Margherita launched into Tesco’s frozen free from aisle on the 8th September, with a spicy Salame Piccante landing in Sainsbury’s from 20th September. (RRP*: £5.50 / 375g). The revamped Prosciutto Ham & Mushroom Pizza will be rolling out in Sainsbury’s and Ocado from 20th September, and Asda stores from 14th October. The improved Chicken & Chorizo recipe is currently available in Morrisons frozen free from, and will be live on Ocado from the 20th September.
Off the back of the success of White Rabbit’s launch into the frozen aisle last year, which drove 42% growth in frozen gluten free pizza, despite the brand having only an 8% share of category distribution, this new and improved range has been designed to continue to drive innovation and premiumisation within the fixture. The Romana Pizzas, which have been product tested with White Rabbit’s panel of over 2,000 gluten free shoppers, also respond to some of the biggest flavour trends shaping the wider pizza category. The Salame Piccante is a category-first spicy frozen gluten free pizza, that offers a flavour profile previously unavailable to gluten free shoppers.
In response to continued consumer demand for quality premium solutions, not only does the full frozen pizza range now come with a larger 10-inch Romana base format – a base type that is the preference of frozen pizza shoppers – this is made using an improved bespoke dough recipe featuring twice the amount of 24-hour slow-proved sourdough. Each carefully crafted pizza is hand topped with a signature Mediterranean tomato sauce and carefully selected premium toppings, such as Italian Spianata salami, creamy mozzarella and red chillies for the new Salame Picante.
This launch exemplifies White Rabbit’s commitment, as the #1 gluten free meal solutions brand in the UK, to create innovative, high quality gluten free food that consumers are proud to eat.
White Rabbit Co-founder and CEO, Nick Croft-Simon, says: “As a business founded on the belief that eating gluten free food should not be a compromise, we’re incredibly proud to be expanding our frozen range with two brand new and improved sourdough pizzas. Through this launch, we’re delivering what the frozen shopper really wants from pizza; quality Romana style bases and premium flavour options. Gluten free remains one of the biggest untapped value opportunities in the pizza category. Our consumer panel of more than 2,000 gluten-free shoppers found that 64% struggle to find suitable options when eating out*, making retail an increasingly important destination for high quality, gluten free products. By offering premium recipes that deliver on both taste and variety, there is a real opportunity to drive incremental category growth.
One of the biggest trends in premium pizza is spicy flavours, which account for around a quarter of sales within mainstream brands**, yet gluten free shoppers have had very few comparable options. That’s exactly why we’re introducing the Salame Piccante – the first spicy frozen gluten free pizza of its kind, bringing one of the category’s strongest flavour trends to free-from shoppers for the first time. We’re proud to be continuing to lead innovation in the category with these launches, providing propositions built specifically for both the gluten free and the frozen shopper. Our mission has always been to bring joy to the experience of eating gluten free food; to hear, prioritise and champion the gluten-free consumer, and this launch allows us to continue to deliver on that.”
White Rabbit first gained traction in the frozen free from fixture last September, having launched two Sourdough Pizza SKUS and Doughballs, which drove 16% more customers to the category*** proving that tailored innovation grows penetration. As the largest contributor to growth and fastest growing brand in total gluten free, White Rabbit is committed to offering high quality Italian food, with a differentiated offering designed for the specific needs of frozen shoppers.
New White Rabbit Margherita launches into Tesco from 8th September
New White Rabbit Salami Piccante launches into Sainsbury’s from 20th September
Improved White Rabbit Chicken & Chorizo is available from Tesco and Morrisons from 8th September and Ocado from 20th September
Improved White Rabbit Prosciutto & Ham is available from Sainsbury’s and Ocado from 20th September
*price is at the sole discretion of the retailer
Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit
*White Rabbit Consumer Panel, Gluten Free Insights Survey, 292 respondents, July 2026
**Nielsen Discover, Total Pizza Combined, Grocery Mults, 52w/e 11.07.26
*** Nielsen Homescan Data, Frozen Gluten Free Pizza, 52w/e 13.06.26
Comments are closed.