The story of the White Rabbit Alternative Pizza Co. began in Oxford, where Matteo and Nick met while working at The White Rabbit Pub – Teo as chef and Nick working behind the bar. Teo had been making pizza in his family’s restaurants in the Italian Alps since an early age. He used his skills and traditional Italian recipes to refine the existing pub pizza menu, helping it to be voted the best pizza restaurant in Oxfordshire and gaining a reputation for delicious, authentic, thin and crispy pizza, generously topped with the best ingredients.
”This best in class base has re-invented the standard of a free-from pizza”
They wanted to bring White Rabbit to the retail sector, which lacked young, fun and innovative challenger brands in the chilled pizza aisle. At the same time, the pub was being inundated with requests for free-from versions of Teo’s existing pizzas, coming to the realisation that one of the best foods on the planet wasn’t quite accessible to all people.