Central Foods, The White Rabbit Pizza Company Enter Partnership

Northamptonshire-based Central Foods is launching a new range of vegan and gluten-free pizza bases for the foodservice sector after teaming up with the award-winning White Rabbit Pizza Company. The deal marks the debut of the White Rabbit Pizza Company brand into the frozen foodservice sector. Central Foods is supplying the 10-inch and 12-inch versions of White Rabbit’s vegan and gluten-free raised crust, stone-baked pizza bases.

“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 food service sector,” Gordon Lauder, MD of frozen food distributor Central Foods said. “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 food service professionals, which is especially important in the challenging times we currently find ourselves operating in.”

Founded by Nick Croft-Simon and Matteo Ferrari, who previously worked together at The White Rabbit Pub in Oxford, the White Rabbit already produces a range of vegan, vegetarian, and gluten-free pizzas to the retail sector, which are available in outlets including Waitrose, Booths, Sainsbury’s, Planet Organic, and Wholefoods.

“Since founding The White Rabbit in 2015, the business has grown rapidly, and we’re chuffed to be partnering with Central Foods in the foodservice sector,” Matteo Ferrari said. “Traditionally, pizza is an inclusive meal to be shared by all, and we wanted to carry this into our ethos as a brand: 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. Our partnership with Central Foods will help us to continue to achieve this aim.”

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