WHITE RABBIT is taking on the premium ambient biscuit aisle

WHITE RABBIT is taking on the premium ambient biscuit aisle, with a category-first authentic gluten-free Biscotti offer, whilst adding a NEW Plain Gnocchi to its market-leading chilled, fresh pasta range.

Both launches hit Sainsbury’s and Ocado this month, as part of White Rabbit’s mission to bring the ‘holy grail’ of uncompromising taste to the gluten free market.

NEW White Rabbit Biscotti is a first venture into sweet snacking and the only gluten free offer made using a traditional Italian method and recipe. Hand-rolled and twice-baked, using fresh almond pieces, the premium artisan biscuit is crafted in Italy to deliver an authentic foodie taste experience, targeting snacking and seasonal gifting occasions.

NEW White Rabbit Plain Gnocchi joins the brand’s No1-selling gluten-free chilled fresh pasta line-up, which includes a plant-based, gluten free Aubergine Parmigiana Ravioli and a dairy-based Filled Three Cheese Gnocchi. The new Plain Gnocchi, an authentic recipe made in Italy, has been developed for more versatile usage in both dairy and plant-based dishes, whilst addressing the No1 challenge gluten free consumers face in finding a convenient, great-tasting quick meal solution, cooking in under 3 minutes.

The launches land just weeks after White Rabbit unveiled a bold brand refresh, new recipes and major upgrade of its dedicated gluten-free bakery, producing a range of pizza and authentic Italian breads that taste on a par with top-tier main fixture counterparts.

Now the Second Largest Brand in Gluten Free Pizza and a Top 10 UK Pizza Brand, White Rabbit is leading the category, growing six times faster than the total gluten free market with a ‘consumer-first’ approach that brings shoppers uncompromising taste and better value for money across multiple meal occasions.

White Rabbit Co-founder and CEO, Nick Croft-Simon, said: “Our mission at White Rabbit has been the same from the start: to bring compromise free, high-quality gluten-free meal solutions to the category for the c.7M gluten-free consumers that now make up a staggering one in five of UK households.”

“Our NEW Biscotti taps into snacking and premium gifting, while our Plain Gnocchi addresses the main challenge gluten free consumers face, finding convenient and quick meal solutions – both offers stand shoulder-to-shoulder with top-tier mainstream equivalents, bringing more choice, incredible taste and value to our shoppers.”