White Rabbit’s Oxford facility has undergone a significant refit, including the installation of a state-of-the-art oven specifically designed for the optimal cooking of gluten-free sourdough. Alongside this technological upgrade, the brand has refreshed its branding to more accurately embody its “handcrafted foodie credentials.”
The gluten-free sourdough is crafted from a custom flour blend that features gut-friendly ancient grains. This product will serve as the foundation for an exciting range of new recipes being introduced this month across various categories, including chilled pizza, focaccia, flatbread, frozen pizza, and dough balls.
In an effort to appeal to the expanding gluten-free market, White Rabbit has also increased the size of its signature sourdough pizza base from nine to ten inches, targeting the estimated 7 million gluten-free consumers in the UK.
Moreover, these recipe enhancements are complemented by the introduction of new SKUs, including gnocchi, ravioli, and tiramisu, further enriching the White Rabbit product lineup.
‘Our food looks and tastes incredible’
Nick Croft-Simon, co-founder and CEO of White Rabbit, articulated the brand’s mission to bridge the taste and quality gap between gluten-free options and traditional food. He stated: “We have put over 10 years of knowledge and experience as a dedicated gluten-free brand into making this happen, and not only have we now reached the promised land with this latest investment into our technology, but we’ve done so at an incredibly exciting time for the category.”
He further emphasized, “With one in five UK households now having a gluten-free member, the opportunity to bring these people (and the rest of the family) to the table is huge.”
Regarding the newly developed range, he added, “Our food now looks and tastes incredible. To be truly best-in-class in gluten-free means being able to stand shoulder to shoulder with high quality, main fixture equivalents, and our new recipes and processes deliver this and more.”
“We have ranges spanning meat, dairy, and plant-based dietary requirements, which is the real recipe for gluten-free growth, and we have the knowledge and capability to support our retail partners in taking the category to the next level.”
White Rabbit products are currently available at Sainsbury’s, Ocado, Waitrose, Morrisons, Co-Op, Wholefoods, Amazon Fresh, and Booths.
