New Cheesy Vegan Pizza Debuts in UK Mega Market

Non-vegan company White Rabbit’s Smokin’ Vegan pizza hit the shelves of 159 Sainsbury’s supermarkets last week.

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United Kingdom-based supermarket chain Sainsbury’s began stocking the “Smokin’ Vegan” pizza last week at 159 of its stores. The pizza is the creation of non-vegan company The White Rabbit Pizza Co., which sells its gluten-free, pre-made pizzas at various retailers across the UK, including Whole Foods Market. The Smokin’ Vegan features organic ingredients such as smoky plant-based cheese, bell peppers, and olives. The pizza’s introduction marks the first time a major retailer has stocked a vegan pizza—of which White Rabbit makes two, the other being “Viva La Vegan”—in its refrigerated section. White Rabbit is the mastermind of three friends who ran a pub in Oxford of the same name and launched packaged pizzas after observing positive customer response. The trio said it took them nearly one year to develop their new vegan pizzas, as they wanted to find an organic cheese supplier and chose to go with an Italian-based vegan company.