White Rabbit, the gluten free innovators on a mission to bring compromise free, high-quality Italian meal solutions to the category, today reveals a new fresh Girasoli pasta range: Aubergine Parmigiana, Butternut Squash & Provola and Prosciutto Ham & Mozzarella. Made in Italy and featuring carefully crafted high quality ingredients, combined with the new addition of fresh egg into the pasta dough for the Butternut Squash & Provola and Prosciutto Ham & Mozzarella flavours, the new range will be rolling out from the end of October. Sainsbury’s and Ocado are confirmed to take the new Aubergine Parmigiana and the Butternut Squash & Provola SKUS from 18th October followed by Mozzarella & Prosciutto launching in Sainsbury’s from 8th November. Wholefoods will also list the Aubergine Parmigiana from 18th October (RRP £3.75 / 250g pack)
The revised recipes have been created by Co-founder and Italian chef, Teo, to bring more foodie flavours to the gluten-free category and emulate the main fixture experience, with the Butternut Squash & Provola and Prosciutto & Mozzarella SKUS representing recipe firsts for the category. Positioned as a more premium pasta offering the Girasoli also boasts a new shape, with a bigger surface area and more bite.
Nick Croft-Simon, co-founder and CEO, says: “White Rabbit was founded on the belief that no one should have to compromise on good food. That’s why as a brand we’re constantly looking for ways to satisfy both our gluten free consumer and their entire household, without compromising on taste and flavour. Our new and improved Girasoli recipes have been designed with quality and variety in mind, offering a meal solution that not only meets that appetite of free from consumers – one they have historically had limited access to – but that tastes just as good as main fixture and therefore can be enjoyed by all. More than that, with gluten free consumers making up 1 in 5 households, we know that the overall supermarket of choice is dictated by the free from options on offer. So, by listing ranges like our new fresh pasta, there is a huge opportunity for retailers to bring in new customers both to free from and other categories, increasing basket spend as a whole.
The latest launches exemplify the White Rabbit commitment to offering no compromise, high quality Italian food that tastes on a par with top-tier main fixture counterparts, whilst offering value parity to consumers. As always, the range is crafted using traditional Italian family recipes and the very best ingredients to create dishes inspired by Italian classics. Food made without gluten, but always with love.
