White Rabbit has launched what it claims is a “category-first” gluten-free biscotti.
Made using a traditional method and recipe, Biscotti (rsp: £2.95/150g) is hand-rolled and twice-baked, using fresh almond pieces.
White Rabbit has also added a gluten-free Plain Gnocchi (rsp: £2.50/350g), which cooks in three minutes. It joins its existing chilled pasta range, which includes Aubergine Parmigiana Ravioli and Filled Three Cheese Gnocchi.
Biscotti and Plain Gnocchi have rolled into Sainsbury’s and Ocado.
“Our new Biscotti taps into snacking and premium gifting, while our Plain Gnocchi addresses the main challenge gluten-free consumers face, finding convenient and quick meal solutions,” said White Rabbit CEO Nick Croft-Simon.
“Both offers stand shoulder-to-shoulder with top-tier mainstream equivalents, bringing more choice, incredible taste and value to our shoppers,” Croft-Simon added.
The gluten-free Italian brand recently invested £500k into upgrading its bakery, reformulating its pizzas and overhauling its branding.
It installed a “unique, state-of-the-art” oven, specifically designed for cooking gluten-free sourdough, at its Oxford bakery.
This facilitated a reformulation of its chilled pizza, focaccia and flatbread lines, as well as its frozen pizzettas and dough balls, which rolled into retailers in January.
White Rabbit broke into the top 10 pizza brands last year, with value sales up 9.9% to £3.5m, according to NIQ data [52 w/e 7 September 2024].
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