Gluten-free Italian food brand White Rabbit has added a trio of new chilled pasta dishes.
Aubergine Parmigiana, Butternut Squash & Provola and Prosciutto Ham & Mozzarella (rsp: £3.75/250g) are made in Italy and are cut in a girasoli pasta shape.
The pastas would “bring more foodie flavours to the gluten-free category and emulate the main fixture experience”, said White Rabbit.
They were made from “high-quality ingredients” including the addition of fresh egg into the pasta dough for Butternut Squash & Provola and Prosciutto Ham & Mozzarella.
Thanks to their shape, they boasted “a bigger surface area and more bite” than other pastas, the brand claimed.
Aubergine Parmigiana and Butternut Squash & Provola will land in Sainsbury’s and Ocado on 18 October, with Mozzarella & Prosciutto also launching in Sainsbury’s from 8 November. Whole Foods Market will also list Aubergine Parmigiana from 18 October.
“With gluten-free consumers making up one in five households, we know that the overall supermarket of choice is dictated by the free-from options on offer,” said White Rabbit co-founder and CEO Nick Croft-Simon. “So, by listing ranges like our new fresh pasta, there is a huge opportunity for retailers to bring in new customers both to free-from and other categories, increasing basket spend as a whole.”
It comes after White Rabbit added gluten-free biscotti and plain, gluten-free gnocchi SKUs earlier this year.
In January, the brand invested £500k into upgrading its bakery, reformulating its pizzas and overhauling its branding.
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