• White Rabbit Launches “Market First” Gluten-Free Vegan Calzone in the UK



    UK-based Italian food brand White Rabbit has launched a gluten-free vegan calzone that it claims is a market first. The product is available at Sainsbury’s stores nationwide.

    The calzone features a gluten-free sourdough base filled with vegan mozzarella, Sicilian tomatoes, plant-based chicken strips, and vegan pesto. It retails at £5.

    Rapid growth

    White Rabbit recently reported 50% YOY growth, following several new product launches and listings at major supermarkets such as Morrisons and Co-op. The brand’s mostly vegan pizza range was already stocked at Waitrose, Sainsbury’s, Ocado, Holland & Barrett, and more, and has won several awards.

    Smokin-Vegan White Rabbit
    ©White Rabbit Alternative Pizza Co

    MozzaRisella

    White Rabbit uses MozzaRisella, a unique meltable vegan mozzarella made from sprouted brown rice protein, for all its products. The cheese is free of all major allergens such as dairy, soy, coconut, and gluten, making it ideal for a company focused on catering to those with special dietary needs.

    “At White Rabbit, we want to make a plant-based diet more inclusive via authentic, delicious taste credentials and we also want to make the switch easy,” said co-founder Nick Croft-Simon. “The most compelling way to introduce this new audience into plant-based is to take away all compromises with ‘food for tonight’ that tastes incredible in a quick and convenient format.”

  • Latest News




  • The vegconomist-newsletter:
    information for decision-makers

    Subscribe for the vegconomist-newsletter and regularly
    receive the most important news from the vegan business world.


    Click here to add vegconomist to your email contacts and ensure our messages reach your inbox!


    Help: I'm not receiving emails from vegconomist

    Invalid email address
  • Interviews

    More Interviews