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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.