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white rabbit pasta

Free-from pizza startup White Rabbit is set to make its pasta debut, rolling out Aubergine Parmigiana ravioli into Sainsbury’s chillers.

Available from 12 May, the premium NPD (rsp: £3/250g) is vegan and gluten-free. It was “stuffed with succulent roasted aubergine, zingy sundried tomatoes and a velvety dairy alternative filling” White Rabbit said.

Aubergine Parmigiana’s aim is to capitalise on booming demand for free-from and meat-free – categories that last year grew value sales in grocery by 12.7% and 28.8% respectively [Nielsen 52 w/e 5 September 2020].

The new pasta, which is made in Italy, was “the first of a stream of game-changing NPD from the brand to follow this year” the fast-growing brand added.

Aubergine Parmigiana was developed by White Rabbit co-founder Teo Ferrari, a chef from northern Italy. “We are excited to take White Rabbit into a new category and the next level, as part of our strategy to become one of the UK’s most loved Italian food brands,” he said. The brand was eager “to replicate our pizza success story in the pasta fixture, making free-from compromise-free”.

It comes after White Rabbit smashed its crowdfunding target earlier this year. The startup – which is listed by the likes of Waitrose, Holland & Barrett and Whole Foods Market – took to Seedrs in January with the aim of raising £300k. It eventually attracted £503.6k.

In the same month, it unveiled The Garlicky Focaccine and The Farmhouse Focaccine mini focaccia duo, its first non-pizza SKUs.

Founded in 2015, White Rabbit has averaged 157% year-on-year gross revenue growth. In 2020, it achieved growth of 55%, despite the challenges of Covid-19, with revenues reaching about £2.7m.

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