White Rabbit is widening its presence in frozen free-from aisles with a refreshed pizza line that combines a larger format, updated recipes and a new spicy variant aimed at shoppers looking for more choice in gluten-free convenience food. The brand said its latest launch builds on the momentum it gained after entering the frozen fixture last year, when it saw strong category impact despite limited distribution.

The new range centres on a 10-inch Romana-style base and includes two entirely new flavours alongside two reformulated pizzas. Tesco was due to stock the Margherita from 8 September, while Sainsbury’s was set to take the Salame Piccante from 20 September. White Rabbit also said an improved Prosciutto Ham & Mushroom version would appear in Sainsbury’s and Ocado from 20 September, with Asda listed for 14 October, and the updated Chicken & Chorizo already on sale in Morrisons and due at Ocado from the same date.

According to the company, the pizzas have been developed for a consumer base that increasingly wants premium gluten-free options rather than products that feel like a compromise. White Rabbit said its customer panel of more than 2,000 gluten-free shoppers found that many still struggle to find suitable dishes when eating out, strengthening the case for retailers to offer better-quality freezer solutions. The company also argued that spicy toppings are one of the strongest trends in mainstream pizza, but have been under-served in the free-from segment, which is why it has introduced Salame Piccante as a category first.

The range has also been designed around a revised dough recipe that uses more 24-hour slow-proved sourdough and is meant to give the pizzas a more premium texture and flavour profile. White Rabbit says the products are hand-topped with Mediterranean tomato sauce and ingredients such as Italian salami, mozzarella and red chillies, depending on the variant. The brand claims the move reflects its broader mission to champion gluten-free shoppers and deliver food they can feel proud to serve at home.

White Rabbit first made an impact in frozen free-from last year with sourdough pizza and doughball launches that, the company said, brought more shoppers into the category and helped drive growth. Retailer listings also show how the brand is already being positioned at different price points and pack formats across the market: Tesco lists a Margherita Romana at £5.50, while Asda and Ocado carry smaller frozen sourdough options, including Margherita, Prosciutto Ham & Mushroom and Chicken & Chorizo lines. That spread suggests White Rabbit is trying to broaden reach while keeping the emphasis on premiumisation in a niche that still offers room for expansion.