Free-from Italian brand White Rabbit has launched a duo of frozen pasta ready meals into Sainsbury’s.
The “restaurant-quality” dishes are: Sedanini Arrabbiata – which contains vegan, chicken-style strips – and Pennette Carbonara – which comprises plant-based bacon-style pieces (rsp: £4/300g).
According to White Rabbit co-founder Nick Croft-Simon, the new launches would bring “a premium Italian free-from meal option to the frozen category, driving value, whilst increasing brand penetration.”
“At White Rabbit, our ambition is to make a plant-based and gluten free diet more inclusive via authentic, delicious taste credentials and we also want to make the switch easy with options across multiple categories in store.”
It comes after the brand has spent recent months making concerted efforts to expand into new categories. It expanded beyond its pizza heartlands in May 2021, when it launched an Aubergine Parmigiana Ravioli into the chillers.
In February 2022, it launched a trio of chilled pasta dishes into Sainsbury’s, which it followed with an ambient Porcini Mushroom Risotto in September after securing a £1.1m cash injection from Guinness Asset Management.
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