A sample pizza in the post is not something that happens every day, and it made for a genuinely welcome arrival. White Rabbit's frozen sourdough range was already on my radar, so the timing was good.

The brand, which positions itself as the UK's number one gluten-free meal solutions company, has added two new flavours and reformulated two existing lines, all now in a larger 10-inch Romana base format.

The Margherita launched into Tesco's frozen free-from fixture on 8th September. A Salame Piccante followed in Sainsbury's from 20th September, with RRP at £5.50 for 375g. The reformulated Prosciutto Ham & Mushroom is rolling out across Sainsbury's, Ocado and Asda and an improved Chicken & Chorizo recipe is available in Morrisons and on Ocado.

The format shift to Romana is deliberate. White Rabbit says this base style is the preference of frozen pizza shoppers and the reformulated dough now incorporates twice the quantity of 24-hour slow-proved sourdough compared with the previous recipe.

Each pizza is hand-topped, with toppings including Italian Spianata salami, mozzarella and red chillies on the Salame Piccante.

The commercial rationale behind the launch is backed by two data sources. Nielsen data indicates that 94% of current pizza growth in grocery is driven by premium options (Nielsen Discover, Combined Pizza Data, 52 w/e 11.07.26). White Rabbit's own consumer research, drawn from a panel of 303 respondents, found that 56% of gluten-free shoppers still want better quality options within gluten-free pizza and bread sides (White Rabbit Consumer Thinktank, Yearly Gluten Free Insights Report, July 2026).

The Salame Piccante is notable as a category-first: spicy flavours account for around a quarter of sales within mainstream pizza brands, yet the gluten-free fixture has offered very little in that direction until now.

White Rabbit also points to eating-out limitations as a factor in retail demand, with 64% of its panel members reporting difficulty finding suitable options when dining out.

Last year's entry into frozen free-from brought a 42% uplift in frozen gluten-free pizza sales, with White Rabbit holding only an 8% share of category distribution at that point. The brand says the new range is designed to build on that, with the Romana format and premium topping selection aimed at both gluten-free shoppers and the broader frozen pizza category.

Co-founder and CEO Nick Croft-Simon says: "Gluten free remains one of the biggest untapped value opportunities in the pizza category... By offering premium recipes that deliver on both taste and variety, there is a real opportunity to drive incremental category growth."