From Pub Kitchen to Supermarket Shelves: The Story Behind The White Rabbit Pizza Co.'s Gluten-Free Success

For many, the words "gluten-free" can evoke a sense of limitation. However, The White Rabbit Pizza Co. has turned that notion on its head, creating authentic and flavourful Italian food that caters to all. From their humble beginnings in a pub kitchen, their pizzas have become a staple for those with dietary needs and beyond. We speak to Co-Founder Nick Croft-Simon about their inspiring journey, the dedication to quality that sets them apart, and the heartwarming feedback that fuels their passion.

---

The White Rabbit Pizza Co. – a name that sparks curiosity! Could you take us down the rabbit hole and tell us the story behind the brand's inception? What was the 'aha!' moment that led to creating gluten-free pizzas?

“The White Rabbit pub in Oxford is our namesake - it's where Teo, my Co-Founder, and I met in 2015. Teo was working as a chef in the kitchen and had just introduced his family's pizza recipes to the menu, and I was behind the bar. The pub started to get really popular, all because of Teo's amazing sourdough pizzas, and naturally we started getting requests from customers who couldn't eat gluten. It dawned on us just how many people were missing out on authentic & great quality pizza because of allergies & intolerances. It sparked the idea for the brand, and we decided to keep White Rabbit in the name as an authentic nod to our beginnings (it’s also quite a cool name, which helps!)”

What's the core purpose that drives The White Rabbit Pizza Co.? What's the 'why' behind your delicious gluten-free creations?

“Our mission has always been the same from the start - to craft gluten free Italian food that genuinely does not ask people to compromise on taste or quality.”

How did you crack the code to making gluten-free pizzas that are genuinely delicious? Any secret ingredients or 'magic tricks' you can share?

“I honestly would say the secret ingredient of our brand is our bakery. Creating a winning recipe is only part of the challenge, you then need to replicate that quality at scale.

“The majority of bakeries are not setup with gluten-free in mind, so over the years we’ve had to design bespoke processes, bespoke bits of kit, purely for our gluten-free recipes. Without having complete control of our food and how it’s made, I’m not sure we could’ve got to the level we’re at.

“Then it’s a case of constant evolution. It’s always an iterative process. It’s taken us the best part of 10 years to get to this stage, and we will continue to push the boundaries of the category and redefine what’s possible in gluten-free for a further 10! We also keep our ear to the ground and rely on our consumers a lot for feedback which we can then implement far quicker than we’d be able to without our own bakery. So that helps accelerate our progress further.”

You've clearly identified a massive consumer need. What were the key steps in your research and development process? How did you ensure your pizzas would stand out in the crowded supermarket aisles?

“I think it’s the focus on quality and the determination from the start not just to quickly plug a gap, but to take the time to understand what consumers actually want and make food that they could be proud of. We’re a young challenger brand, and with all the investment into R&D and building our bakery, we don’t have a big marketing budget, so we need to make sure our food speaks for itself and stands out from the crowd. The way to do that is an unrelenting commitment to uncompromised quality.”

From starting out to seeing your pizzas on supermarket shelves, what's been the biggest 'pinch-me' moment for The White Rabbit Pizza Co.?

“Obviously the first time we got listed in a major retailer was very cool, but it’s also things like walking into the office or to the bakery and seeing so many talented, hard-working and passionate people. All of them have consciously chosen to join us on this journey, and I hope I’ll always appreciate the fact that we’ve gone from an idea at a pub, to this, in a relatively short space of time.”

Scaling up production while maintaining quality is a tricky balancing act. How do you ensure every White Rabbit pizza is as good as the first?

“It’s about constant evolution. We continually test, learn, iterate and invest in quality control to ensure our pizzas are as good as Teo's original artisanal product. This year for example, we relaunched our full range of Italian recipes having invested in various improvements, for example enhancing our flour blend with gut-friendly ancient grains. We also upgraded our oven to improve the cook we get on our gluten-free dough.

“Beyond that, it’s about instilling a culture of quality. Everyone in our business knows we are about compromise free taste, that we use the best ingredients and that our food is made with love and craft."

What are your thoughts on the growth of the 'free-from' market in the UK? Where do you see it heading, and what opportunities does it present for other food businesses?

“Gluten free is the fastest growing dietary segment in the UK, with gluten free substitutes accounting for £710m in sales in the last year, growing at 2.9% value YoY*. However, the Free From category in retail currently focuses on BOTH plant-based and gluten free offerings, while only 4% of gluten free consumers actually have this requirement**.

“Being gluten free doesn’t automatically mean that someone is meat and/or dairy free - there are three times more gluten free consumers than vegans in the UK, which is why we are seeing offers that are solely free from gluten growing at 5.5% YOY, vs plant-based free from ranges declining at -2.4%***.

“We identified an opportunity to better serve the needs of ALL gluten free consumers, providing a choice of meat, dairy AND plant-based options across our chilled sourdough pizzas, breads and wider range of no-compromise gluten free Italian recipes - and this is the real recipe for success in the free from market.”

*Nielsen, Grocery Mults, 52 weeks vs YA, data to w/e 11th January 25

** Vypr survey, Gluten-Free Consumer Study, % GF consumers that are also Vegan, 934 respondents, January 2024   

*** Nielsen, Grocery Mults, Single claim gluten-free goods vs additional dietary claims gluten-free goods, 52 weeks vs YA, data to w/e 11th January 25

You're clearly making a real difference in people's lives. What's the most heartwarming feedback you've received from a customer? What does it mean to you to provide a product that makes a real difference?

“We receive so much incredible feedback it’s hard to pick just one comment, but since the relaunch earlier this year these are a couple that have stuck with me:

2016 is a year every coeliac’s prayers were answered…the year White Rabbit was born. I say this every time you guys do something new but I am never prepared for how tasty, authentic and addictive ALL your products are. They new branding is [fire emoji] and perfectly matches your beautiful vision that ‘No one should have to compromise on good good’. We’re so lucky to have you.

Just wanted to say thanks, my 4 year old coeliac who has a lot of struggles with food ate two slices of your pizza. This is a big deal for us so I just want to drop you a note to say thank you for the product.

Having been gluten free all of my life…your products bring the gluten free lifestyle to the next level. I don’t recall any product that even touches these. They are so tasty even my non gluten free family love them.

I love your pizza so much it makes life worth living.

White Rabbit pizzas are the only pizzas that make me happy to be coeliac.

I’d say even beats pizzas with gluten in

How do you build and maintain a strong brand identity in a competitive market? What are the key elements of The White Rabbit Pizza Co.'s brand that resonate with consumers?

“The gluten free community are the foundation of our brand identity - our growth is led for and by them; we want them on the journey with us and playing a tangible role in our direction. I think we resonate with them because we listen. We know they want to eat delicious food that doesn’t feel ‘other’ or alienating.

“They want fun, new and innovative brands that prioritise them, rather than treat them as an after-thought. As long as we continue to talk to and champion our consumers, I am sure they will continue to support our journey. They are the most loving, loyal shoppers out there!”

If you could give one piece of advice to someone starting a food business in the UK today, what would it be?

“Focus on the quality of your product above everything else. It will always be the biggest driver of your progress. You can have the best people, the most ingenious strategy, but the product isn’t better than its peers, you will struggle to get to where you want. I think we can overcomplicate this stuff sometimes. You can paper over it in the short term, but the long-term health of your business really is only ever as good as your product.”

Now, for a bit of fun! If The White Rabbit Pizza Co. was a pizza topping, what would it be and why?

“Ouffff. It would have to be the tomato sauce. The unsung hero of the topping game. Resilient, reliable, ever-present, understated. They enhance all other flavours. It’s happy to avoid the limelight, but underestimate it at your peril.”

And lastly, what's the most unusual pizza topping you've ever secretly enjoyed (or would like to try)?

“Matteo made me a pizza with honey drizzled on top once and it was incredible. It just works.”