March 4, 2021

White Rabbit Pizza targets mainstream flexitarians with new vegan options

Alternative pizza challenger, White Rabbit, has landed NPD in Sainsbury’s main pizza fixture with a fresh look and a new ‘meaty’ vegan pizza on a wheat crust base, stretching out to a broader ‘flexitarian’ market.

The Vegan Arrabbiata hit Sainsbury’s on 2nd January and rolls out to Ocado in February, attracting new shoppers looking for tasty plant-based options that offer a ‘meatier’ eat on a conventional wheat crust base. The pizza is topped with spicy chicken-free strips with succulent sundried tomatoes, roast red onion and finished with a sprinkling of creamy vegan mozzarisella!

The brand’s bold new pack design marks distinctions between White Rabbit’s new wood-fired wheat crust offer and its Free From core range which is also being extended with a gluten free, plant-based Farmhouse Foccacine in Waitrose and a Garlicky variant launching in Sainsbury’s and Ocado.

With impressive year-on-year growth of 52%, the award-winning brand, founded by Nick Croft-Simon and Matteo Ferrari, has gone from a kitchen project to category disruptor, with a range of alternative pizzas based on Matteo’s traditional Italian family recipes and signature artisan base.

Co-Founder, Mr Croft-Simon, said: “Crafting delicious authentic pizza that everyone can enjoy has been central to our brand purpose from the very beginning and flexitarian shoppers are key to our mission.  The Vegan Arrabiata on a wood-fired wheat crust base offers flexis plant-based alternative toppings without compromise and our move into the main fixture with a bold and distinctive look gives our brand next level visibility to this broader target audience.”

  • RRP The Vegan Arrabbiata – £4.50 for 370g;
  • RRP The Farmhouse Foccacine and The Garlicky Foccacine – £3.00 for 2 x 135g.