White Rabbit risotto

Source: White Rabbit

The NPD has rolled into Sainsbury’s (rsp: £3/180g)

White Rabbit has entered the ambient aisles with its first risotto.

Featuring the “perfect porcini and champignon mushroom combo”, the arborio rice mix is vegan, gluten-free and is touted as being ready for plates in 20 minutes of simmering on the hob.

The NPD has rolled into Sainsbury’s (rsp: £3/180g).

It comes after the free-from brand pulled in a £1.1m cash injection in April, with a view to launch new products into multiple categories and boost its marketing presence with an above the line campaign.

Indeed, White Rabbit has spent recent months making concerted efforts to expand beyond its chilled pizza heartlands.

In February, for instance, it debuted a range of chilled ready meals into Sainsbury’s, which were followed by the launch of its free-from frozen dough balls into the retailer in March.

Last year, it launched ranges of frozen pizza and fresh pasta into grocery.

White Rabbit said its co-founders Nick Croft-Simon and Matteo Ferrari were “on a mission to bring restaurant-quality Italian food to everyone… whether vegan, gluten-free or otherwise.”