The White Rabbit Pizza Co. mulling foodservice, export push

The White Rabbit Pizza Co. mulling foodservice, export push

The White Rabbit Pizza Co., the UK-based maker of gluten-free pizza, is eyeing new sales channels after securing fresh investment.

The Oxfordshire-based business, set up in 2015, has attracted GBP750,000 (US$950,800) in investment from investors including industry executives that had already supported the business, including former Burton's Biscuit Co. CEO Ben Clarke and Propercorn co-founder Ryan Kohn. The firm has two new backers - one that prefers not to be named and Letty Edwards, the former Fox's Biscuits director, who set up a marketing consultancy The Mind Collective.

The White Rabbit Pizza Co. sells a range of gluten-free pizza products, including vegetarian and vegan lines, through UK retailers including Sainsbury's and Waitrose.

In a statement, company co-founder Nick Croft-Simon said the investment would be used to "expand and upgrade where necessary". Asked to specify further, the company told just-food: "Upgrade our bakery to produce the first gluten-free pizza base with an artisanal, raised crust in the supermarkets. Increase breadth and depth of distribution, launch exciting new NPD as well as looking into the foodservice and export markets."

In the 12 months to the end of January 2018, The White Rabbit Pizza Co. generated turnover of GBP350,000. It said it is "set to" hit turnover of "around GBP1.2m" in the financial year that runs to the end of January 2019.

The White Rabbit Pizza Co. was set up by Croft-Simon and Matteo Ferrari while working at The White Rabbit Pub in Oxford.