White Rabbit Pizza Responds to Demand for ‘Free From’ Products, Launches Seasonal Vegan Pizza

Smokin-Vegan White Rabbit
©White Rabbit Alternative Pizza Co

The White Rabbit Pizza Co in the UK is launching a new seasonal pizza called ‘The Vegan Festive Feast’. This is the fourth vegan pizza introduced by a company responding to the growing demand for ‘free from’ in the UK. The new launch tops off a busy year of growth for the brand that has seen White Rabbit’s value soar by 57% YOY.

The current portfolio consists of The Rainbow Vegan, The Smokin’ Vegan (featured image), The Vegan Gardener and The Mozzarella Master which is vegetarian. All the pizzas are gluten-free.

This latest pizza is a Christmas release with a pumpkin puree base, topped with turkey-free pieces, cranberry sauce, roasted peppers, aubergine (eggplant) and courgette (zucchini), and Italian vegan MozzaRisella cheese.

Nick Croft-Simon met Italian pizza chef, Matteo Ferrari, whilst working at The White Rabbit Pub, in Oxford. Using Matteo’s generations of experience from running family pizzerias in Bergamo, the entrepreneurial duo started refining and marketing authentic Italian-style thin and crispy pizzas for the pub’s menu. After being inundated with requests for gluten and dairy-free options, the duo realised that these alternatives could be an added benefit without any compromise and so The White Rabbit Pizza Co was created.

White Rabbit Christmas pizza
©White Rabbit Alternative Pizza Co

The largely vegan range has also won many awards and attracted a host of stockists across the UK. These include Waitrose, Sainsbury’s, Holland & Barrett, Ocado, Daylesford, Abel & Cole, Whole Foods Market, Planet Organic and a range of delis and independents, with the new pizza launching into 314 Sainsbury’s stores from Sunday 4th October for 13 weeks, other listings to follow in the run-up to Christmas.

Co-Founder and head chef, Matteo, commented: “I’m so excited to bring our first-ever festive pizza to shoppers across the UK. It’s a great way for shoppers to get into the festive spirit whilst still reducing their meat and dairy intake. The unique pumpkin sauce gives this pizza a really distinct yet delicious flavour, whilst the turkey-free pieces and cranberry topping make it the perfect festive winter warmer – deliziosa!”