The White Rabbit Pizza Co has entered the frozen aisle with the launch of its vegan pizza range in Holland & Barrett stores across the UK.
Whilst previously available in chilled format, White Rabbit’s gluten-free, plant-based variants The Smokin Vegan and The Vegan Gardener have launched in frozen format.
The shift is in response to successful growth by the UK-based company including its latest chilled product The Rainbow Vegan alongside new retail listings.
Founded in 2015, White Rabbit was formed by Nick Croft-Simon and Matteo Ferrari with the aim to produce authentic Italian-style thin and crispy pizzas.
Due to increased demands, the company decided to focus on providing an authentic range of gluten-free and dairy-free pizza options.
White Rabbit’s vegan alternatives are now available in a variety of retailers including Waitrose, Sainsbury’s, Ocado and Whole Foods Market across the UK.
Co-founder of White Rabbit, Croft-Simon, said: “This is an incredibly exciting time for The White Rabbit and our venture into frozen with Holland & Barrett feels like a natural step in our journey, bringing a premium artisan alternative offer to the category, whilst increasing brand penetration.
“It also totally makes sense to offer our consumers options that help to reduce food waste with longer shelf life that doesn’t compromise on quality and taste”.
The new frozen range will be available exclusively in Holland & Barret for an RRP of £5, as part of the retailer’s chilled and frozen category revamp.
© FoodBev Media Ltd 2020