Italian foodie start-up, White Rabbit, has pulled extra NPD out of the hat, taking their authentic-tasting vegan and gluten free idea into chilled Prepared Meals and frozen dough balls.

The three-strong prepared meals line-up and dough balls hit Sainsbury’s cabinets in March.

The most recent launches observe a stream of NPD and distribution positive aspects from White Rabbit within the final yr, together with a stretch into Frozen Pizza, Contemporary Pasta, listings throughout Coop and Morrisons and a first-to-market Free From Calzone SKU for Veganuary.  In consequence, the model has grown 40% YoY and noticed its largest Veganuary up to now.

Co-founders, Nick Croft-Simon and Bergamo-born chef Matteo Ferrari are on a mission to make scrumptious restaurant-quality Italian meals accessible to everybody, whether or not they’re vegan, gluten free or in any other case. 

The White Rabbit prepared meals vary contains Italian classics, corresponding to Lasagne Al Forno, Macaroni Gratin and Tagliatelle Bolognaise, with a scrumptious plant-based twist, impressed by Matteo’s household restaurant in Northern Italy. 

The doughballs are crafted utilizing Matteo’s award-winning signature pizza sourdough and embrace a separate plant-based garlic and herb dip.

Co-Founder, Nick Croft-Simon, stated: “Our mission is easy – to create scrumptious Italian meals for everybody ‘per tutti’, while maintaining true to our gluten-free and plant-based credentials. We’re actually happy with this new vary and may’t look forward to individuals to attempt them!

“A particular thanks goes to the workforce at Sainsbury’s for giving us the chance to develop a variety like this, it’s been a pleasure to work with them so intently on it.”

  • White Rabbit Prepared Meals RRP £5.00 for 350g.
  • White Rabbit Dough Balls with Garlic & Herb Dip RRP £3.75 for 180g.

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