The Grocer’s New Product Awards 2022: Free-from

Winner – White Rabbit Chick’n & Pesto Calzone

The crispy base of this gluten-free and vegan calzone was nothing less than “stunning” said our judges. So much so they questioned how the brand had managed to achieve it at all. The filling was also classed as “delicious” and boasted authentically Italian ingredients, such as basil pesto and chopped tomatoes, as well as innovative additions such as soy pieces and creamy plant-based ‘cheese’.

The result is the “most interesting product available” in this category, said judges, pairing “great textured dough and a tasty, innovative filling with great visual appeal” that left the product more than able to rival a classic calzone. Well-thought-out packaging was another selling point, incorporating clear USPs and even options for display.

Tapping into the booming free-from category, while also cleverly challenging perceptions around the limits of a gluten-free product, this Chick’n & Pesto Calzone from White Rabbit really hit the mark.

Highly commended: Belazu Ingredient Co Vegan Basil Pesto

Finalist:

• Arla Lactofree Semi Skimmed Milk Drink

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