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White Rabbit

Company Summary

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.


Trading name: White Rabbit

Sector: Food & Drink

Founders: Nick Croft-Simon, Matteo Ferrari

Date founded: 2016

Date invested: 31/03/2022

Status:  Current Investment

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