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The White Rabbit Pizza Co unveils new look and NPD

The White Rabbit Pizza Co has refreshed its look with new product names and packaging.

Following a £750,000 angel investment last year, the brand said it was broadening its offer to a wider market, majoring on its “authentic Italian foodie credentials, with the added bonus of being gluten-free and offering vegan options”. 

The whole line-up now features a new look and is packaged in a fully recyclable box.

The White Rabbit Pizza has also changed the names of its pizzas and altered some of the toppings. The pizza line-up now comprises:

  • The Mozzarella Master (previously Mozzarella Fella)
  • The Cheeky Chorizo (Chorizo Loco)
  • The Smokin’ Vegan (Smokin’ Vegan)
  • The Vegan Gardener (Viva la Vegan).

The Cheeky Chorizo now has chargrilled peppers and fresh dill, The Smokin’ Vegan has replaced olives with chargrilled peppers and The Vegan Gardner has the addition of kale.

The company is also launching a completely new product, The Flawless Focaccia, which replaces its Nudies plain base twin-pack.

“After a fantastic start to our journey, the time is right to take the next step and broaden our proposition which, at its core, is to create a delicious, truly artisan, authentic pizza with the finest-quality ingredients that everyone can enjoy, regardless of dietary requirements,” said Nick Croft-Simon, co-founder of The White Rabbit Pizza.

“Our rule is that we only judge our taste vs. ‘conventional’ Italian pizza.” 


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