White Rabbit, the gluten free innovators on a mission to bring compromise free, high-quality Italian meal solutions to the category, today confirms a new distribution win with Morrisons. The brand, which is the UK’s second largest gluten free pizza brand and the No.1 contributor to gluten free pizza growth*, has launched two SKUS across 412 stores nationwide. White Rabbit’s Sourdough Salame Pizza (RRP: £5.75 / 410g) and Roasted Garlic Focaccia (RRP £3.50/ 2x125g) offers gluten free shoppers even more variety and choice in chilled gluten free meal solutions.
As the fastest growing dietary segment, gluten free is growing +5% value year on year**, with chilled substitutes the fastest climbing temperature state in the category (+10% L12W***). Research from White Rabbit’s consumer panel of over 1,000 shoppers also revealed that these two factors were in the top 3 barriers to purchase within gluten free****.
Both SKUs were relaunched earlier this year as part of a bold brand refresh which included revised recipes and a major upgrade of White Rabbit’s dedicated gluten free bakery. . In fact, 14% of the growth chilled gluten free substitutes has seen has come solely from White Rabbit’s relaunched SKUS, like the Salame and Focaccia***.
Crafted without compromise, White Rabbit is committed to crafting high quality Italian food that tastes on a par with top-tier main fixture counterparts. Founded on the belief that no one should have to compromise on good food, the range is hand-crafted using traditional Italian family recipes and the very best ingredients to create gluten free dishes inspired by Italian classics. Food made without gluten, but always with love.
White Rabbit Co-founder and CEO, Nick Croft-Simon, says: “We’re delighted to have secured wider distribution for our chilled range where there remains to be significant opportunity. Our mission at White Rabbit has been the same from the start: to bring compromise free, high-quality gluten free meal solutions to the category. There are 8.5M gluten-free consumers that now make up one in five of UK households***** and this number is only growing as diagnosis rates increase. We’re so pleased to have the support of Morrisons for our range to reach an even bigger audience”
e The brand’s chilled pizzas are the top 3 growing SKUS in the total gluten free pizza******, contributing over half of all gluten free pizza growth which is 2.5x its share*******.
Find out more: www.whiterabbitpizza.co.uk / @official_white-rabbit
*Nielsen L12W Free From Data, Grocery Multiples, Gluten Free Pizza Brands, Value Sales, w/e 3rd May 2025
**Nielsen L12W Free From Data, Grocery Multiples, Value Sales, w/e 3rd May 2025
***Nielsen Free From Data, Grocery Multiples, L12W vs Previous 12W, Value % Chg vs YA & White Rabbit Chilled Value Share & Contribution to Chilled Free From Growth, w/e 3rd May 2025
**** White Rabbit Consumer Panel, “Gluten-free Experience”, March 2025, 188 respondents
***** Mintel attitudes towards gluten free report UK 2023: https://store.mintel.com/report/uk-attitudesTowards-gluten-wheat-free-food-market-report
******Nielsen L12W Free From Data, Grocery Multiples, Absolute Value Chg vs YA & Share of Av Number of Stores Selling, w/e 3rd May 2025
*******Nielsen L12W Free From Data, Grocery Multiples, % Contribution to Positive Growth in Total Gluten Free Pizza vs White Rabbit Value Share of Gluten Free Pizza, w/e 3rd May 2025
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