What White Rabbit does

White Rabbit Pizza Co. is a UK-based, founder-owned gluten-free food company that manufactures and distributes a portfolio of Italian-inspired products under proprietary sourdough technology. Founded in 2015/2016 by co-founders Nick and Teo (an Italian chef), the company built a dedicated 100% gluten-free bakery in Chalgrove, Oxfordshire that has expanded from 700 to over 10,000 square feet and operates on 100% renewable energy. Its core technology is a bespoke gluten-free sourdough production system: a custom in-house sourdough starter, a 24-hour slow-proving process, a proprietary flour blend combining Italian flour with British ancient grains (Sorghum, Red Teff, Buckwheat, Flaxseed, Chia), and custom-built machinery that replicates artisanal hand-stretching and wood-fired oven temperatures at scale, producing an 18-month frozen shelf life.

The company's commercial offering comprises four retail product lines — Sourdough Pizzas (Neapolitan raised crust and thin & crispy styles, Margherita, Salame, Vegana, and meat variants), Fresh Pasta (Gnocchi and filled Girasoli), Sourdough Sides (Focaccia, Flatbreads, Doughballs), and Sweet Treats (Tiramisu, Almond Biscotti) — plus a dedicated Foodservice Range supplying commercial pizza bases and sides to restaurants and leisure operators. White Rabbit claims the #1 gluten-free pizza brand position by value share in the UK (Nielsen L52W data to 21.02.26) and sells through all major UK grocery retailers (Tesco, Sainsbury's, Waitrose, Morrisons, Ocado, Amazon, Whole Foods Market, Booths) plus four foodservice wholesalers (JD Food Group, Cotswold Fayre, Mudwalls Farm, CLF Distribution).

The business model is a hybrid consumer-brand plus B2B foodservice operation, monetised through one-time product sales at retail and wholesale, with all products carrying the Crossed Grain Trademark certification from Coeliac UK. The company operates a community-led go-to-market motion, maintaining a 1,000+ member consumer panel that informs product development, recipe refinement, and brand strategy, and a long-standing Coeliac UK partnership that anchors grassroots community credibility. The business is privately held by its founders with one disclosed £1.15M funding round (March 2022) led by Guinness Ventures.

Name

White Rabbit

Legal name

The White Rabbit Pizza Co Ltd

Website

https://whiterabbitpizza.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

White Rabbit Pizza Co. is a UK-based, founder-owned gluten-free food company that manufactures and distributes a portfolio of Italian-inspired sourdough pizzas, pasta, sides, and desserts through major UK grocers and a B2B foodservice range, claiming the #1 gluten-free pizza brand by Nielsen value share.

Ownership category

akta.pro rank

Product category

Gluten Free Food Manufacturing

NAICS

Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

Frozen Bakery Products Manufacturing (AFAKAAAF), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)

Keywords

• Gluten free pizza
• Gluten free pasta
• Gluten free bakery
• Free from foods
• Frozen sourdough pizza

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail grocery product sales: Sale of gluten free sourdough pizzas, pastas, focaccias, doughballs, tiramisu, and biscotti through major UK retail chains (Tesco, Sainsbury's, Waitrose, Morrisons, Ocado, Amazon, Whole Foods Market, Booths) and independent retailers. Products are sold through frozen, chilled, and ambient channels.
2. Foodservice / wholesale B2B: B2B supply of the White Rabbit foodservice range (plain bases, flatbreads, focaccias, doughballs) to restaurants, leisure facilities, and wholesale distributors (JD Food Group, Cotswold Fayre, Mudwalls Farm, CLF Distribution) across the UK.

Go-to-market motion2 records

Distribution channels10 records

Marketing channels6 records

Core offering

White Rabbit Pizza Co. manufactures and sells gluten free Italian-inspired food products, including 24-hour slow-proved sourdough pizzas (Neapolitan and thin & crispy styles), fresh pasta, sourdough sides (focaccia, flatbreads, doughballs), and sweet treats (tiramisu, biscotti). All products are produced at a bespoke, dedicated gluten free bakery in Oxfordshire using proprietary flour blends and custom-built machinery. The company sells to UK consumers through major grocery retailers and to restaurants and leisure operators through a dedicated foodservice range.

Product overview

White Rabbit Pizza Co. is a UK-based gluten free food company offering a portfolio of Italian-inspired products built around its core sourdough pizza range. The offering consists of four main product lines: Sourdough Pizzas (Neapolitan raised crust and thin & crispy styles including Margherita, Salame, Vegana, and meat-topped variants), Fresh Pasta (gluten free Gnocchi and filled Girasoli varieties), Sourdough Sides (Focaccia, Flatbreads, and Doughballs), and Sweet Treats (Tiramisu and Almond Biscotti). The company also operates a dedicated Foodservice Range supplying commercial pizza bases and sides to restaurants and leisure facilities. All products are made without gluten at the company's bespoke bakery in Oxfordshire, using a 24-hour slow-proved sourdough process and Italian-sourced ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Sourdough Pizza Range 24-hour slow-proved gluten free sourdough pizzas available in Neapolitan raised crust and thin & crispy styles, hand-topped with high quality ingredients. Includes Margherita, Salame, Vegana, Prosciutto Ham & Mushroom, Vegan Margherita, Chicken & Chorizo, and smaller Pizzetta formats. Made without gluten at the company's dedicated bakery in Oxfordshire and intended for gluten free consumers and coeliac customers.
• Fresh Pasta Range Gluten free fresh pasta including Gnocchi (Three Cheese and Classic Potato) and filled Girasoli pasta varieties (Aubergine Parmigiana, Butternut Squash & Provola, and Prosciutto & Mozzarella), crafted with Italian-sourced ingredients and traditional processes for retail consumers seeking gluten free Italian meals.
• Sourdough Sides Range Gluten free sourdough side dishes including Roasted Garlic Sourdough Focaccia, Mozzarella & Garlic Sourdough Flatbread, and Sourdough Doughballs with Roasted Garlic & Herb Butter. All are 24-hour slow-proved and hand-topped for gluten free consumers.
• Sweet Treats Range Gluten free Italian desserts and sweet treats including Classic Tiramisu (chilled) and Italian Almond Biscotti (ambient), made using traditional artisanal processes and Italian-sourced ingredients for gluten free consumers.
• Foodservice Range Bespoke gluten free foodservice catalogue offering sourdough pizza bases (Italian thin & crispy in 9", 10", 12" and Neapolitan raised crust in 9", 10", 11"), flatbreads, focaccias, and doughballs for restaurants and leisure facilities across the UK. Plain bases are free from all major allergens with 18 months shelf life delivered frozen.

Quantifiable outcome

• Closed the taste and quality gap to parent category (non-gluten free) through latest Italian recipe iteration and investment in bespoke bakery technology

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Coeliac UKcoreStrategic or Co-development PartnerWhite Rabbit has partnered with Coeliac UK for many years with the common goal of improving the lives of the gluten free community. The partnership includes exhibiting at Coeliac UK events nationwide, offering special member deals, and maintaining Crossed Grain Certification (CGT) on all products. Coeliac UK's statement highlights that the CGT on White Rabbit products gives coeliac community members confidence that the products are safe for them.
• JD Food GroupminorChannel Partner/ Reseller/ DistributorJD Food Group is a wholesale distributor for White Rabbit products, supplying independent retailers across the UK.
• Cotswold FayreminorChannel Partner/ Reseller/ DistributorCotswold Fayre is a wholesale distributor carrying White Rabbit products for independent retailers across the UK.
• Mudwalls FarmminorChannel Partner/ Reseller/ DistributorMudwalls Farm is a wholesale distributor for White Rabbit products.
• CLF DistributionminorChannel Partner/ Reseller/ DistributorCLF Distribution is a wholesale distributor supplying White Rabbit products to retailers.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Genius Foods (Genius Gluten Free): UK-based gluten-free bakery brand offering breads, rolls, and pizza bases across major grocery and foodservice channels. Closest comparable UK gluten-free sub-segment specialist with similar retailer footprint and certified positioning.
• New York Bakery Co. UK gluten-free bagel and bakery brand stocked in major grocers. Comparable product category (premium gluten-free bakery sub-segment), UK-centric retail distribution model, and similar free-from positioning.
• BFree Foods: Irish/UK gluten-free brand specialising in breads, wraps, and pizza bases marketed as healthier alternatives. Comparable product format (bases/wraps for pizza), retail/foodservice dual-channel strategy, and comparable gluten-free specialisation.
• Cappello's: Premium gluten-free pasta and pizza brand sold through US natural and grocery retail. Highly comparable on artisanal gluten-free positioning and product format (fresh pasta + pizza), though operating primarily in North America rather than the UK.

Broad incumbents

• Dr. Schär (Schar): European / global leader in gluten-free bakery including pizza bases, breads, and pasta, distributed across UK retail. Wider gluten-free portfolio and significantly larger scale than White Rabbit; direct competitor on shelf space and foodservice supply.
• Doves Farm: Long-established UK flour and baking brand with extensive gluten-free range across flours, bread mixes, and baked goods. Different category focus (ingredient-led) but parallel UK free-from heritage, Coeliac UK partnerships, and grocery distribution footprint.
• Dr. Oetker (UK frozen pizza): Major mainstream UK frozen-pizza incumbent with extensive retail distribution. Competes for the same frozen-pizza shelf space as White Rabbit's new frozen free-from range; broader portfolio and significantly larger scale, but no gluten-free specialisation.

Emerging players

• Mrs Crimble's: UK gluten-free baked-goods brand (cakes, biscuits, macaroons) sold through UK grocers. Adjacent gluten-free product line with similar UK retail channel exposure; smaller-scale, partly overlapping customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/whiterabbitpiz
• Facebookfacebook.com/White-Rabbit-1519847804980686
• LinkedInlinkedin.com/company/whiterabbitpizzaco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Rabbit