White Rabbit, the gluten free innovators on a mission to bring compromise free, high-quality Italian meal solutions to the category, today confirms a new listing with Co-Op. The brand, which is the UK’s largest gluten free pizza brand, is launching its Sourdough Margherita Pizzetta into Co-op’s Frozen aisles from 2nd March (175g and RRP £2.50).
The latest listing demonstrates increasing demand for gluten free meal solutions. Crafted in White Rabbit’s dedicated gluten free bakery in Oxfordshire, the Sourdough Margherita Pizzetta, awarded Gold by the Free From Food Awards, is designed as a convenient single-serve option to oven bake or air-fry, perfect for kids or as a quick and tasty lunch option.
This new frozen listing comes off the back of White Rabbit’s further expansion marketwide into the Frozen Free From fixture last September, having launched two Thin & Crispy Sourdough Pizza SKUS and Doughballs, which have driven 42% of all positive growth in gluten free frozen pizza. The brand is committed to offering high quality Italian food, with a differentiated offering designed for the specific needs of frozen shoppers.
Founded on the belief that no one around the table should have to compromise on good food, their range is hand-crafted using high quality ingredients and custom processes.
White Rabbit Co-founder and CEO, Nick Croft-Simon, says: “We’re incredibly excited to be expanding our range with Co-Op. White Rabbit was founded on the principles of inclusivity & quality, and our Pizzettas are the embodiment of these values. They represent an even more accessible entry into our brand not because we use lower quality ingredients, but simply because of their size! Our mission has been the same from the start: to bring compromise-free, high-quality gluten free recipes to a wider audience, and we’re grateful to have the continued support of our retail partners to help us reach even more consumers”.
Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit
*Nielsen L12W Free From Data, Grocery Multiples, Gluten Free Pizza Brands, Value Sales, w/e 3rd May 2025
**Nielsen L12W Free From Data, Grocery Multiples, Value Sales, w/e 3rd May 2025
***Nielsen Free From Data, Grocery Multiples, L12W vs Previous 12W, Value % Chg vs YA & White Rabbit Chilled Value Share & Contribution to Chilled Free From Growth, w/e 3rd May 2025
**** White Rabbit Consumer Panel, “Gluten-free Experience”, March 2025, 188 respondents
***** Mintel attitudes towards gluten free report UK 2023: https://store.mintel.com/report/uk-attitudesTowards-gluten-wheat-free-food-market-report
******Nielsen L12W Free From Data, Grocery Multiples, Absolute Value Chg vs YA & Share of Av Number of Stores Selling, w/e 3rd May 2025
*******Nielsen L12W Free From Data, Grocery Multiples, % Contribution to Positive Growth in Total Gluten Free Pizza vs White Rabbit Value Share of Gluten Free Pizza, w/e 3rd May 2025
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