The £500k project saw White Rabbit refit its Oxford facility with a new oven that is designed for the optimum cooking of gluten-free sourdough, while the fresh branding aims to better reflect the brand’s “handcrafted foodie credentials”.

Made with a bespoke flour blend, including gut-friendly ancient grains, White Rabbit’s gluten-free sourdough will continue to form the basis of a range of new recipes that are rolling out across the chilled pizza, focaccia, flatbread, frozen pizza and dough ball categories this month.

Meanwhile, the White Rabbit signature sourdough pizza base has been increased in size from nine to 10 inches, as the brand aims to target more of the estimated 7m gluten-free consumers in the UK.

The recipe updates also coincide with the addition of gnocchi, ravioli and tiramisu SKUs to the White Rabbit range.

Nick Croft-Simon, White Rabbit co-founder and CEO, explained that the brand has always been about closing the gap in tastes and quality between gluten-free food and traditional options.

“We have put over 10 years of knowledge and experience as a dedicated gluten free brand into making this happen, and not only have we now reached the promised land with this latest investment into our technology, but we’ve done so at an incredibly exciting time for the category,” Croft-Simon said.

“With one in five UK households now having a gluten-free member, the opportunity to bring these people (and the rest of the family) to the table is huge.”

Touching on the range White Rabbit has developed, he added: “Our food now looks and tastes incredible. To be truly best-in-class in gluten-free means being able to stand shoulder to shoulder with high quality, main fixture equivalents, and our new recipes and process deliver this and more.

“We have ranges spanning meat, dairy and plant-based dietary requirements, which is the real recipe for gluten-free growth, and we have the knowledge and capability to support our retail partners in taking the category to the next level.”

White Rabbit products are currently stocked in Sainsbury’s, Ocado, Waitrose, Morrisons, Co-Op, Wholefoods, Amazon Fresh and Booths.