White Rabbit Widens National Distribution with Addition of ASDA Launch & Morrisons Range Extension

White Rabbit, the gluten free innovators on a mission to bring joy to the experience of eating gluten free food, by delivering high-quality Italian meal solutions to the category, today secures a new national listing, with ASDA. The brand is now available in all major retailers*. Launching with three of its signature sourdough SKUS in the frozen free from aisle; Prosciutto Ham and Mushroom Pizza (RRP: £4.00**) and the single-serve format Margherita and Pepperoni Pizzettas (RRP: £2.50**). The range will roll out across 522 stores from 11th May. 

With 85% of consumers not happy with frozen gluten free pizza offerings***, the frozen range answers gluten free shoppers’ demands for increased variety, quality and money when it comes to meal solutions. The Pizzettas also serve as a convenient air-fryer friendly option for lunch, or for family mealtimes, due to the single-serve format. 

The brand is also extending its range with Morrisons, with the supermarket confirmed to take two Gnocchi variants across 605 stores from 13th May. The Classic Potato Gnocchi and Three Cheese Gnocchi will join the existing Roasted Garlic Focaccia and Girasoli Pasta range, which launched successfully at the end of last year, bringing the total Morrisons line up to five.

Created by Co-Founder & Product Director, and Italian chef, Teo, the fresh pasta range, including the Gnocchis, has been designed in a bid to bring quick, convenient and foodie recipes to the gluten-free category and emulate the main fixture experience. 

Nick Croft-Simon, Co-Founder and CEO, says “Securing an ASDA listing is an exciting step for us as a brand, helping us to bring our carefully crafted, no compromise gluten-free recipes to an even wider audience. It also means we are now proudly available in all major retailers*. With three SKUs launching into the frozen aisle at an accessible price point, we cannot wait to bring these flavour-first options to a new retail partner. Building on our strong performance with Morrisons, the broader listing presents a great opportunity for us to further scale our national distribution and increase our overall brand awareness. We’re very grateful to have their continued support and are really looking forward to growing the category together”. 

White Rabbit is committed to offering no compromise Italian food that tastes on a par with top-tier main fixture counterparts, whilst offering value parity to consumers. The gluten free range is inspired by Teo’s Italian family recipes and brought to life using high quality ingredients and bespoke processes at their dedicated gluten free bakery, to bring joy to the experience of eating gluten free food. 

Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit