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News Corporate Deals 13th Apr 2022

Freeths advise White Rabbit on £1.1million investment

The consumer team at leading national law firm Freeths has advised The White Rabbit Pizza Co. Limited, a leading free-from brand, on £1.1m funding to boost growth.

White Rabbit was founded in 2014 by Nick Croft-Simon and Matteo Ferrari and supplies free-from, plant-based Italian foods to supermarkets and retailers nationally including Sainsbury’s, Ocado, Planet Organic, Daylesford, Morrisons, ASDA and Waitrose.

The investment by Guinness Asset Management (led by Malcolm King) will support White Rabbit’s launch of new products into multiple categories following the recent launch of chilled ready meals and frozen pizzas. It will also fund a greater focus on brand marketing and exploring international expansion and to grow the out-of-home market.

The Freeths team (led by corporate partner Malin Svanberg Larsson working alongside James Lapham (corporate), Chris Musgrave (IP) and Adrian Hackett (tax) led all legal aspects of the investment for White Rabbit.

Malin Svanberg Larsson, corporate partner at Freeths, commented: “We were delighted to be able to continue to support Nick, Teo and the White Rabbit team on this investment having worked with them since they launched in 2014. White Rabbit is a fantastic consumer brand and we’re sure, with Guinness Asset Management’s strong heritage of supporting growth journeys of companies, that White Rabbit will continue to go from strength to strength.    

Matteo Ferrari, co-founder at White Rabbit, commented “We have relied on Malin as our trusted legal adviser since we started. We could not have completed this investment which will turbocharge the next stage of our journey without the Freeths team. We look forward to continuing to work with them”.

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