# Premium Plant-Based Calzones The White Rabbit Pizza Co. Chick’n & Pesto Calzone is Flavorful By Michael Hemsworth | Published 2022-01-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chickn-pesto-calzone References: [foodbev](https://www.foodbev.com/news/the-white-rabbit-pizza-co-introduces-plant-based-chickn-pesto-calzone/) & [whiterabbitpizza](https://www.whiterabbitpizza.co.uk)  The White Rabbit Pizza Co. Chick’n & Pesto Calzone is being launched by the brand as a new addition to its existing range of [vegan pizza products](https://www.trendhunter.com/trends/white-rabbit-products) to help consumers in the UK easily enjoy some of their favorite flavors and ingredients. The calzone comes as the first of its kind in the market, and has a plant-based recipe that is crafted with a creamy MozzaRisella cheese alternative, basil pesto, vine-ripened Sicilians tomatoes and chick'n strips. The product is being launched at [Sainsbury's](https://www.trendhunter.com/trends/white-rabbit-italian-ready-meal-range) locations at a price point of £5. Co-Founder Nick Croft-Simon spoke on the new The White Rabbit Pizza Co. Chick’n & Pesto Calzone saying, "At White Rabbit, we want to make a [plant-based diet](https://www.trendhunter.com/trends/bosh-range) more inclusive via authentic, delicious taste credentials and we also want to make the switch easy. Growth in plant-based has increased dramatically over the Covid-19 pandemic, with one in four of us reducing the amount of animal products we consume. The most compelling way to introduce this new audience into plant-based is to take away all compromises with ‘food for tonight’ that tastes incredible in a quick and convenient format.” ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 24% | Activity: 56% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Plant-based Convenience:** Opportunity for food companies to develop tasty, quick-to-prepare plant-based meals like The White Rabbit Pizza Co. Chick’n & Pesto Calzone, targeting consumers who want convenience without compromising on taste or health. - **Rising Popularity of Veganism:** Growing consumer demand for vegan products presents an opportunity for businesses to develop more unique plant-based food options to provide customers with a wide variety of meat substitutes. - **Innovation in Vegan Food:** As plant-based diets continue to grow in popularity, companies that create unique and innovative vegan products like the Chick’n & Pesto Calzone have a chance to capitalize on this trend and lead the market with new offering ### Where This Applies - **Food Manufacturing:** The rise of plant-based diets creates opportunities for food manufacturing companies to innovate and create new plant-based products like the Chick’n & Pesto Calzone. - **Retail:** Retailers can expand their offerings of plant-based products in response to increasing consumer demand for vegan options, and provide their customers with more convenience and new tastes. - **Hospitality:** Innovative plant-based menus in restaurants, cafes and hotels can attract health-conscious customers and those looking to try new things, making the food-service industry a fertile ground for veggie menus and options. ## Related on Trend Hunter - [Authentically Inspired Plant-Based Pizzas](https://www.trendhunter.com/trends/vegana-pizza.md) - [Readymade Meat-Free Italian Meals](https://www.trendhunter.com/trends/white-rabbit-italian-ready-meal-range.md) - [Miniature Plant-Based Pizzas](https://www.trendhunter.com/trends/one-planet-pizza-pizzettas.md) - [Meatless Deep Dish Pizzas](https://www.trendhunter.com/trends/meatless-deep-dish-pizza.md) - [Plant-Based Buffalo Pizzas](https://www.trendhunter.com/trends/buffalo-pizza.md) - [Filled Gluten-Free Pastas](https://www.trendhunter.com/trends/white-rabbit-girasoli-pasta-range.md) - [Plant-Based Artisan Pizzas](https://www.trendhunter.com/trends/artisan-pizzas.md) - [Frozen Plant-Based Tex-Mex Pizzas](https://www.trendhunter.com/trends/tex-mex-pizza.md) - [Collaboration Plant-Based Raviolis](https://www.trendhunter.com/trends/dellugo-this.md)