Vegan Gluten-Free White Rabbit Pizza Joins Waitrose Vegan Section

The supermarket is the UK's first to have a dedicated plant-based area
The pizza is now available in Waitrose (Photo: Supplied)

Vegan and gluten-free pizza from The White Rabbit Pizza Co is now available from Waitrose.

The product has joined the upmarket retailer's vegan section. It is the first supermarket to have a dedicated plant-based area. In addition to launching the section, Waitrose has added more than 50 new vegetarian and vegan lines to its offerings.

According to Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer: "Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops."


The products are already available in Sainsbury's, where distribution was recently doubled, after the brand debuted in August last year. They can also be found at online supermarket Ocado.

With its Waitrose debut the brand has rolled out its Smokin’ Vegan (peppers, olive and smoked cheese toppings), Viva La Vegan (cheese, pesto and sun-dried tomato) and  its Nudies pizza bases.

The company said: "We're extremely excited to be able to announce that we've launched our pizza with Waitrose. Our vegan pizzas and plain bases are now available on their shelves or online."

Matteo, Josh, and Nick are co-founders of the company (Photo: Supplied)


Nick Croft-Simon, one of White Rabbits Founders, earlier told Plant Based News: "Our philosophy is that we want to create amazing pizza for everyone. Because of this, the vegan options took a year to develop - we didn't want to offer a compromised product.

"Taste and quality were key...we have never wavered from our goal of trying to give people the best tasting free-from pizza on the planet.

"It's all happened at the right moment: the vegan market is fast-moving and here to stay, so we're super excited about the product becoming more widely available."

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Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.

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