A PIZZA business which began life in an Oxford pub, is turning up the heat on its competitors by supplying a new twist on its wares to supermarkets and caterers nationwide.
The White Rabbit Pizza Co was founded by Nick Croft-Simon and Matteo Ferrari at the The White Rabbit pub in Friar’s Court.
The pub's pizzas became a hit as soon as it opened in 2012, and its range of vegan, vegetarian and gluten-free pizzas started to go on sale in outlets including Waitrose, Sainsbury’s, Planet Organic, and Whole Foods in 2017.
The pizzas are made in a bakery just outside Chalgrove.
The team are now joining forces with frozen food distributors Central Food, to sell its new range of frozen vegan, and gluten-free pizza un-topped bases which they call ‘nudies’, across the country.
Mr Croft-Simon and Mr Ferrari came up with the idea of gluten-free, vegan pizzas after noticing customers were missing out due to their dietary requirements.
Mr Ferrari said: “Since founding The White Rabbit Pizza Company the business has grown rapidly, and we’re chuffed to be partnering with Central Foods in the foodservice sector.
“Traditionally, pizza is an inclusive meal to be shared by all, and we wanted to carry this into our ethos as a brand. Read here: Domestic abuse increased during lockdown in Oxfordshire
"Ultimately, the idea was to have people of all diets around the same dinner table eating the same meal, whether they’re coeliac, vegan or an eater of everything.
“The deal with Central Foods will help us to continue to achieve this aim.”
Gordon Lauder, managing director of Central Foods, said: “The White Rabbit Pizza Company has an outstanding reputation for making amazing pizzas, and we are excited to be able to offer their stone-baked pizza bases to the foodservice sector.
“Being vegan and gluten-free, the pizza bases are suitable for customers with dietary requirements but will be equally as popular with all diners.
"Offering items that suit two different dietary requirements – vegan and gluten-free – helps to avoid menu proliferation and makes it easier for foodservice professionals, which is especially important in the challenging times we currently find ourselves operating in. Read also: Cafe to close its doors after 16 years
“We are very pleased to be supporting The White Rabbit Pizza Company with its launch into the frozen foodservice sector.
"It means that wholesalers and caterers throughout the UK can work their own special magic on the pizza bases to ensure everyone can enjoy one of life’s simple pleasures: authentic pizzas.”
Central Foods, based in Northamptonshire, will help the White Rabbit supply the pizzas to hundreds of different lines in the foodservice industry.
It currently serves more than 240 independent wholesalers, as well as larder national wholesalers.
It also provides produce to schools, universities, pubs, and restaurants.
In 2018 The White Rabbit was placed in the top five pizza restaurants nationwide by online review site TripAdvisor.
It said: “Ingredients are carefully selected by their Italian head chef and ingredients are imported from Italy every week. There are no fewer than 20 choices on the menu.”
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