Our story.
The story of
White Rabbit
Our story starts in the Italian mountains, where our co-founder Teo grew up learning family recipes in his uncle’s pizzeria. Fifteen years later, while working as a chef at the White Rabbit pub in Oxford, our namesake, he met Nick.
Together, they saw just how many people were missing out on Teo’s sourdough pizzas simply because they couldn’t eat gluten. So they set out to change that, with one simple ambition: to make delicious, high-quality food without gluten and without compromise.
What began with carefully sourced Italian ingredients and Teo’s sourdough pizza recipes soon grew into White Rabbit. After launching into UK retail, Nick and Teo spent more than a decade refining their recipes, listening to the people who enjoy them and eventually building their own dedicated gluten free bakery in Oxfordshire.
Pizza will always be at the heart of what we do, but today there’s much more to White Rabbit. From focaccia and pasta to desserts and sweet treats, we create the Italian-inspired favourites people following a gluten free diet are often forced to miss out on.
Everything we make is driven by the same belief we started with: gluten free food shouldn’t feel like a compromise. It should simply be delicious food that you’re proud to share.
Our values
Food obsessed
We craft delicious gluten free Italian food from high quality ingredients
Community led
Our growth is driven both for and by you
Disruptors
A team of true innovators
Our bespoke bakery
We built our Oxfordshire bakery from scratch to deliver on our promise to you: to craft compromise free Italian food. Every single part of our operation, from our custom-made equipment to our unique processes, was designed specifically with our artisanal gluten free recipes in mind. All so we can create food that you’re proud to eat.
A sustainable and community led business
People and planet are at the heart of our business, and we’re passionate about giving back wherever possible. Whether that’s by building our factory in Oxfordshire, because of our origins at Oxford’s White Rabbit pub, and investing in the local community, using 100% green energy on our production line, or partnering with foodbanks to donate stock, we’re striving to run a sustainable business. We know that there’s always more we can do, and this is only the beginning.