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White Rabbit has expanded its frozen gluten-free pizza range with two new flavours and two reformulated recipes, including what it describes as a category-first spicy Salame Piccante pizza.
The new range features larger 10-inch Romana-style bases and is designed to bring premium pizza trends to the frozen free-from category.
White Rabbit’s new Margherita pizza launched in Tesco on 8 September, while the Salame Piccante launched in Sainsbury’s on 20 September, with an RRP of £5.50 for 375g.
The reformulated Prosciutto Ham & Mushroom pizza is rolling out in Sainsbury’s and Ocado, while the improved Chicken & Chorizo recipe is available in Morrisons and will launch on Ocado.
The new pizzas use an updated dough recipe containing twice the amount of 24-hour slow-proved sourdough. The pizzas feature a Mediterranean tomato sauce and premium toppings.
The Salame Piccante combines Italian Spianata salami, mozzarella and red chillies.
White Rabbit said the range has been developed in response to demand for higher-quality gluten-free options, as well as wider trends in the pizza category.
The company’s consumer panel of more than 2,000 gluten-free shoppers found that 64% reported difficulties finding suitable options when eating out, according to the brand’s July 2026 survey.
White Rabbit also cited Nielsen data showing that spicy flavours account for around a quarter of sales among mainstream pizza brands, positioning the Salame Piccante as a way of bringing the trend to gluten-free shoppers.
Nick Croft-Simon, co-founder and CEO of White Rabbit, said: “We're incredibly proud to be expanding our frozen range with two brand new and improved sourdough pizzas. Through this launch, we're delivering what the frozen shopper really wants from pizza; quality Romana-style bases and premium flavour options.”
The company said its pizzas have been product tested with a panel of more than 2,000 gluten-free shoppers.
White Rabbit's previous move into the frozen free-from fixture included the launch of two sourdough pizza SKUs and Doughballs, which it said drove 16% more customers to the category.
The company said the latest range is intended to support further innovation and premiumisation within the frozen gluten-free pizza category.
The improved Chicken & Chorizo pizza is available from Tesco and Morrisons, while the Prosciutto & Ham pizza is available from Sainsbury’s and Ocado.
