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Cover issue 15

Ready-made vegan pizza hitting Sainsbury’s shelves

Sainsbury’s growth in the free-from sector has been notable in the last couple of years, and it’s showing no signs of slowing down. Soon to be gracing the aisles in the huge supermarket chain is a gluten free, vegan pizza, from The White Rabbit Pizza Co.

Founded by three friends in an Oxford pub in 2013, The White Rabbit Pizza Co. was formed when childhood friends Nick and Josh met Italian-born pizza chef Matteo when they all started working in the White Rabbit Pub in the city. After having their workplace recognised as the best pizza restaurant in Oxfordshire, the three boys knew they were onto something; it was once they formed the perfect gluten free, organic pizza base that The White Rabbit Pizza Co. was born.

The company specialises in these gluten free, organic pizzas, but have now expanded their range to provide Sainsbury’s with a vegan pizza for their chilled aisles.

Last year, Sainsbury’s caused a viral storm when they released their own brand of vegan cheese which became known as ‘Gary’ after one disgruntled customer complained on social media that calling non-dairy alternatives to cheese the same as the dairy counterparts is not right. The ECJ has since ruled that dairy-free products can no longer be labelled as ‘milk’, ‘cheese’, ‘butter’, etc. as it is confusing for consumers.

A report, last month, predicted that the dairy-free cheese market will hit $3.5 billion by the year 2023.

The White Rabbit Pizza Co. vegan pizza is topped with dairy-free cheese, peppers and olives and will be available in 150 Sainsbury’s stores from the 27th of August, priced at £4.99 each.

6 Comments

  1. Caroline on August 24, 2017 at 8:45 am

    “The ECJ has since ruled that dairy-free products can no longer be labelled as ‘milk’, ‘cheese’, ‘butter’, etc. as it is confusing for consumers.” – Really? Confusing for consumers or a threat to the dairy industry? Looks like the dairy industry can’t take the competition to me and don’t want people buying alternatives. They have way too much sway in these things and the it’s all down to greed and profit before animal welfare.

  2. […] wide supermarket Sainsbury’s has announced that they will begin stocking ready made vegan pizza on Sunday 27th August! Recently, the popular supermarket chain has seen a huge growth in the number […]

    • karen on August 24, 2017 at 6:51 pm

      Spot on! Caroline. It’s so obvious isn’t it?

  3. karen on August 24, 2017 at 6:48 pm

    Awesome Sainsbury’s ! Is there a list of ingredients we could see please? 🙂

  4. Sarah on August 24, 2017 at 8:35 pm

    What about peanut butter?

    • Maëva on August 25, 2017 at 8:03 am

      When a product is already named a certain way for so long it is said that this product has acquired its own reputation, that’s why coconut milk, peanut butter, body milk/butter etc don’t need to change their name because they are known for being what they are. This is the logic of the ECJ.
      Anyways good news to find this pizza on Sainsbury’s shelves 😀

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