White Rabbit is a fully integrated challenger food brand with a presence across the retail, foodservice, export and online sectors. Launching to market in 2016, the business was founded by Matteo Ferrari and Nick Croft-Simon after meeting at The White Rabbit Pub in Oxford. White Rabbit's mission is to provide delicious, authentic Italian food that happens to be plant-based and gluten-free, to as many people as possible. It was the first brand to launch a plant-based, gluten-free pizza into a major UK retailer in 2017, and has continued to be at the forefront of category innovation ever since. Every White Rabbit recipe is developed personally by Matteo, a passionate Italian foodie who grew up working in his family's pizzerias near the Italian Alps, and produced in a custom-built bakery in Oxfordshire.

White Rabbit’s mission is to provide delicious, authentic Italian food to all people regardless of their dietary choices or requirements.  The company was the first brand to launch a plant-based, gluten-free pizza into a major UK retailer in 2017, and has continued to be at the forefront of vegan and gluten free category innovation. Every recipe is developed personally by Matteo, a passionate Italian foodie who grew up working in his family’s pizzerias near the Italian Alps, and now heads up White Rabbit’s custom-built bakery in Oxfordshire.