White Rabbit Pizza Co. has taken another significant step forward in its growth journey, announcing a major expansion across two of the UK's leading supermarket chains.
In May, the award-winning gluten-free Italian food brand secured a national listing with ASDA while simultaneously extending its partnership with Morrisons, marking an important milestone in its mission to bring high-quality, flavour-first gluten-free food to more consumers across the UK.
The new ASDA launch sees White Rabbit's products rolling out to more than 500 stores nationwide, introducing shoppers to the brand's signature sourdough pizza range. The move is particularly significant because it means White Rabbit is now available through all major UK grocery retailers, dramatically increasing accessibility for gluten-free consumers.
Alongside its ASDA debut, White Rabbit has strengthened its presence in Morrisons by expanding its product range across more than 600 stores. The retailer has added two gnocchi varieties to its existing White Rabbit offering, building on the success of the brand's previously launched focaccia and pasta products.
These developments reflect the strong momentum behind the business. What began as a mission to create genuinely great-tasting gluten-free Italian food has evolved into a rapidly growing national brand with increasing shelf presence across the UK's largest supermarkets. The latest listings not only expand distribution but also provide more opportunities for consumers to discover premium gluten-free meal solutions that don't compromise on taste or quality.
For White Rabbit, the expansion demonstrates growing retailer confidence in both the brand and the wider gluten-free category. As demand for high-quality free-from products continues to rise, increased distribution through ASDA and Morrisons positions the company to reach new customers while further strengthening brand awareness nationwide.
The announcement highlights a positive period of growth for White Rabbit, reinforcing its position as one of the UK's most exciting gluten-free food brands and setting the stage for continued expansion in the months ahead.
