Free-from pizza brand White Rabbit is entering chilled ready meals with a trio of pasta dishes.
The meals – Lasagne Al Forno, Macaroni Gratin and Tagliatelle Bolognaise – will roll into Sainsbury’s on 27 February (rsp: £5/350g).
They were inspired by White Rabbit co-founder Matteo Ferrari’s family restaurant in northern Italy, said the brand.
White Rabbit will also launch a free-from frozen dough balls line into Sainsbury’s on 6 March (rsp: £3.75/180g).
Claimed to be a “market first”, the dough balls were crafted using Ferrari’s “signature pizza sourdough” and included a separate plant-based garlic and herb dip, it said.
White Rabbit co-founder Nick Croft-Simon said the brand’s mission was simple: “To create delicious Italian food for everyone – ‘per tutti’ – whilst keeping true to our gluten-free and plant-based credentials.
“A special thanks goes to the team at Sainsbury’s for giving us the opportunity to develop a range like this”, he said, adding that it had “been a pleasure to work with them so closely on it.”
The launches follow a steady stream of NPD from the brand over recent months, which most recently launched what it claims was a “first-to-market” free-from calzone in Sainsbury’s for Veganuary.
Last year, it launched ranges of frozen pizza and fresh pasta into grocery.