Sainsbury Grows Distribution for Gluten-free Cauliflower Pizza
British retailer Sainsbury’s has decided to more than double the distribution of the Smokin’ Vegan listing, which is an assortment of White Rabbit Pizza, a brand of gluten-free pizza made with a cauliflower base, from 150 stores to 433 stores.
As the go-to meal to share, the team was the first to launch a chilled vegan pizza in UK supermarkets, when the popular Smokin Vegan hit shelves in 2017. As the number of people following a plant-based diet in the UK continues to rise, Sainsbury’s have responded to demand with the addition of White Rabbits Viva La Vegan, launched from March 8 in 101 stores.
The producing company was founded by a trio of friends which also improved the recipe released this spring. Italian pizza maestro Matteo brings generations of pizza making experience to the table. He even took part in Milans Pizza Olympics, finishing in the top 10 out of thousands of entrants in the 2007 contest.
Meat eaters will also be able to enjoy a taste of Chorizo Loco from April, 14, in 99 stores across England.
Nick Croft-Simon, co-founder at The White Rabbit Pizza Co. commented: “Sainsbury’s gave us our first chance on the big stage and we are delighted to have repaid their faith with strong sales and a brand that they feel can drive the category forward.”
From May, 2 to 22, customers can enjoy a slice for less, with all White Rabbit Pizzas in Sainsbury’s stores available to pick up for just GBP4.50 each.