ALTERNATIVE Italian foodie start-up, White Rabbit, have pulled more NPD out of the hat, taking their authentic-tasting vegan and gluten free concept into chilled Ready Meals and frozen dough balls.

The three-strong ready meals line-up and dough balls hit Sainsbury’s shelves in March.

The latest launches follow a stream of NPD and distribution gains from White Rabbit in the last year, including a stretch into Frozen Pizza, Fresh Pasta, listings across Coop and Morrisons and a first-to-market Free From Calzone SKU for Veganuary.  As a result, the brand has grown 40% YoY and saw its biggest Veganuary to date.

Co-Founders, Nick Croft-Simon and Bergamo-born chef Matteo Ferrari are on a mission to make delicious restaurant-quality Italian food accessible to everyone, whether they are vegan, gluten free or otherwise.

The White Rabbit ready meals range includes Italian classics, such as Lasagne Al Forno, Macaroni Gratin and Tagliatelle Bolognaise, with a delicious plant-based twist, inspired by Matteo’s family restaurant in Northern Italy.

The doughballs are crafted using Matteo’s award-winning signature pizza sourdough and include a separate plant-based garlic and herb dip.

Co-Founder, Nick Croft-Simon, said: “Our mission is simple – to create delicious Italian food for everyone ‘per tutti’, whilst keeping true to our gluten-free and plant-based credentials. We are really proud of this new range and can’t wait for people to try them!

“A special thanks goes to the team at Sainsbury’s for giving us the opportunity to develop a range like this, it’s been a pleasure to work with them so closely on it.”

 

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