Meet the Rabbits

Nick and Josh have been friends their entire lives. In fact, a baby Josh and his mother were among the first people to visit Nick in hospital when he was born. After attending nursery, primary, and then secondary school together, they graduated from different universities only to be reunited again at the newly opened The White Rabbit Pub in Oxford, where they were hired as barmen.

It is here that they met Italian pizza maestro Matteo (Teo to his friends), who started making pizza in his family’s pizzeria from a young age and has been refining his skills ever since. He moved to Oxford from Bergamo to finish his degree and started working in The White Rabbit Pub’s kitchen. Teo used his family recipes to refine the existing pizza menu, and before long the pub was voted the best pizza restaurant in Oxfordshire, gaining a reputation for delicious, authentic pizza that was thin, crispy and generously topped with the finest ingredients.

The guys started discussing ways to bring White Rabbit to the retail sector, which they felt lacked young, fun and innovative brands in the pizza department. The pub started receiving countless requests from customers for gluten-free variants of the existing pizzas, and this quickly became a feature that all three rabbits wanted to include in their new product. Teo began working on a new recipe, using only the finest ingredients from all over Europe.

After a year of refining the recipe and gathering constant feedback from customers at the pub, the boys finally had their eureka moment; they now had a delicious thin and crispy pizza that was gluten-free but tasted as good as any “regular” pizza on the market, and The White Rabbit Pizza Co. was born.

Six awards and many pizzas later, the rabbits are incredibly proud to have their range of six gluten free pizzas, some of which are also vegan and dairy free, available in various outlets across the UK.

Follow The White Rabbit…

Customer Feedback

Our Awards

Launching the business in Autumn 2015 at the trade show Lunch! The White Rabbit Pizza Co immediately won the coveted ‘Innovation Challenge’ award with the judges commenting it was:

“The best gluten-free pizza we’ve ever had. In fact, one of the best pizzas we’ve ever had!”

In 2016, The White Rabbit Pizza Co won a Free From Food Award for the Pizza and Pasta category and the Innovation Category at the PAPA Industry Awards.

In 2017, the judges at the Great Taste Awards recognised the fantastic flavours the team had to offer and so they were awarded with a Great Taste star.

In 2018, the team managed to walk away from the Free From Food Awards with both Gold and Silver for the Pizza and Pasta category…result!!

Industry Accreditation

  • Crossed Grain Symbol

    Promoted by coeliac organisations worldwide, the Crossed Grain symbol is your assurance that our pizzas are certified gluten free, making them safe if you are Coeliac or intolerant to gluten.


    The purpose of SALSA is to provide food safety assurance certification for retailers that their approved members (like us!) are following strict food health and safety regulations.