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{{about|the dessert company}}
{{Short description|Dessert manufacturing company}}
{{Use dmy dates|date=May 2014}}
{{Use dmy dates|date=May 2014}}
{{Use British English|date= May 2014}}
{{Use British English|date= May 2014}}
{{Infobox company
{{Infobox company
| name = Gu Indulgent Foods Limited
| logo = [[File:Gü_puds_logo.jpg|thumb|right|Gü logo]]
| type = Gü. (Subsidiary)
| logo = Gü.svg
| logo_size = 150px
| company_slogan = Chocolate Extremists with a Good Dollop of Fun
| trading_name = Gü
⚫
| foundation = [[London]], United Kingdom (2003)
| former_name = Noble Desserts Holdings Limited (2009–2021)
⚫
| key_people = James Averdieck<br>{{small|(Founder and ex director)}}
| industry = [[Dessert]]
| type = [[Subsidiary]]
⚫
| foundation = {{Start date and age|2003}} in [[London]], United Kingdom
⚫
| homepage = {{url| www.gupuds.com}} {{url| http://www.gudesserts.com}}
⚫
| key_people = [[James Averdieck]]<br>(Founder and ex director)
| industry = [[Dessert]]
| parent = Exponent Private Equity
⚫
| homepage = {{URL|gudesserts.com}}
}}
}}


Gü is a range of deserts, sold in [[Germany]], [[France]], [[Australia]], [[New Zealand]], the [[US]] and the [[UK]], <ref name= mattk>{{cite web|author= Matt Kingdon |url= http://mattkingdon.blogspot.co.uk/2012_02_01_archive.html |title=Innovation at Work: Unlocking the Promise of Innovation |publisher= http://mattkingdon.blogspot.co.uk/ | date=2012-02-09 | accessdate=2014-05-15}}</ref> made in the [[UK]] and created by James Averdieck: the "Gü Meister". <ref name= schools>{{cite web|author= Miles Brignall |url= http://www.theguardian.com/education/2003/aug/02/students.schools4 |title=Launch pad |publisher= The Guardian | date=2003-08-03 | accessdate=2014-05-15}}</ref>
'''Gu Indulgent Foods Limited''',<ref>{{Cite web |date=2009-12-14 |title=GU INDULGENT FOODS LIMITED overview - Find and update company information - GOV.UK |url=https://find-and-update.company-information.service.gov.uk/company/07104090 |access-date=2023-08-03 |website=[[Companies House]] |language=en}}</ref> trading as '''Gü''' ({{IPAc-en|ɡ|uː}}<ref>{{cite web |author=<!--Not stated--> |date=<!--Not stated--> |title=FAQs |url=http://www.gupuds.com:80/faqs |url-status=dead |archive-url=https://web.archive.org/web/20120728004624/http://www.gupuds.com/faqs |archive-date=28 July 2012 |access-date=2017-08-14 |website=Gu Puds |quote=We eventually came up with Gü (pronounced ‘goo’) – which evokes the gooey oozing nature of our puddings. |df=dmy-all}}</ref>), is a dessert manufacturing company, whose products are sold in the United Kingdom, Austria, Germany, the Netherlands, France, Ireland, Australia, New Zealand, Italy and the United States.<ref name= mattk>{{cite web|author= Matt Kingdon |url= http://mattkingdon.blogspot.co.uk/2012_02_01_archive.html |title=Innovation at Work: Unlocking the Promise of Innovation |publisher= mattkingdon | date=2012-02-09 | accessdate=2014-05-15}}</ref> The product is made in the UK and was created by [[James Averdieck]].<ref name= schools>{{cite web|author= Miles Brignall |url= https://www.theguardian.com/education/2003/aug/02/students.schools4 |title=Launch pad |work= The Guardian | date=2003-08-03 | accessdate=2014-05-15}}</ref>


==Overview==


=== The beginning of Gü ===
=== Launch ===
⚫
Gü launched in 2003 with three products: two chocolate mousses and a chocolate soufflé in glass [[ramekin]]s,<ref name= duruni>{{cite web|author= Durham University |url= https://www.dur.ac.uk/business/alumni/james-averdieck/|title= OUR ALUMNI: JAMES AVERDIECK |publisher= Durham University | accessdate=2014-05-15}}</ref> developed through a [[joint venture]] with a patisserie company in London. The venture had a seed capital of £65,000.<ref name= city>{{cite web|author= Dominic Walsh |url= http://www.thetimes.co.uk/tto/business/columnists/article3806353.ece |title= City Diary: trying to crack the market, again |work= The Times | date= 2013-07-03 | accessdate=2014-05-15}}</ref>


Gü diversified into fruity puddings with a new brand called Frü in 2005, but merged this with the Gü brand in May 2010.<ref name=aboutus>{{cite web |author= Gü |url= http://www.gupuds.com/about-us |title= About us |publisher= gupuds.com |accessdate= 2014-05-15 |url-status= dead |archiveurl= https://web.archive.org/web/20140519090222/http://www.gupuds.com/about-us |archivedate= 19 May 2014 |df= dmy-all }}</ref> In 2007 Gü launched 24 new products.<ref name=Holy>{{cite web |author= Will Peakin |url= http://www.holyrood.com/2014/02/taste-of-success-2/ |title= Taste of success |publisher= Holyrood |date= 2013-02-17 |accessdate= 2014-05-15 |url-status= dead |archiveurl= https://web.archive.org/web/20140517120335/http://www.holyrood.com/2014/02/taste-of-success-2/ |archivedate= 17 May 2014 |df= dmy-all }}</ref>


In 2010, Averdieck collected approximately £9 million after selling Gü to [[Noble Foods]] for £32.5 million.<ref name= city/>
While studying a BA in Economics (1988), at [[Durham university]] James Averdieck sold shoes to workers in the City of London. He became a [[strategy consultant]], worked for [[Safeway]] and became a [[marketing manager]]. He then worked for [[St Ivel]], who sent him to [[Brussels]] <ref name=schools/> to launch [[Utterly Butterly]]. <ref name= times>{{cite web|author= Martin Waller |url= http://www.thetimes.co.uk/tto/business/industries/consumer/article2167620.ece|title=All systems G? for chocoholic entrepreneur James Averdieck |publisher= The Times | date=2008-10-18 | accessdate=2014-05-15}}</ref> He came up with the idea for idea for a premium desserts business while working in [[Belgium]] and fell in love with the local [[patisseries]] and their [[chocolate]]. <ref name= aboutus>{{cite web|author= Gü |url= http://www.gupuds.com/about-us|title= About us |publisher= gupuds.com | accessdate=2014-05-15}}</ref>.
“struck by the fact that if I could recreate the artisanal approach of the patisserie to produce a high-quality
pudding that could be sold in a supermarket, it would be a winner” <ref name=schools/>
He then met [[Perry Haydn Taylor]], from creative design company big fish, to help him brand the company. He planned to call his new business “The Belgium Chocolate Company".
James “walks to their offices to be shown a brand that creative director [[Perry Haydn Taylor]] had located in Scandinavia.
Called ‘Gü’ it had an exotic continental ring, it’s onomatopoeic spelling was just right and the design looked just
right for upmarket yummie-mummies. James was devastated; someone somewhere had had HIS idea. Heartbroken he hardly
heard Perry release him from his misery and tell him that if he wanted it the idea was all his.” <ref name= mattk/>
They developed the idea of marketing themselves as "chocolate extremists" <ref name=schools/> and developed a positioning around the idea that these were “puds so indulgent they were strictly for grown-ups”. They were put in the “striking black boxes” designed “to give the products shelf standout in the brightly coloured chilled desserts sector and as a short-hand for prestige”. <ref name= PN>{{cite web|author= Steven Kiernan |url= http://www.packagingnews.co.uk/design/the-medium-is-the-message/ |title= Medium is the message |publisher= PackagingNews | date=2008-02-01 | accessdate=2014-05-15}}</ref> Once the product was prepared they hid some Gü sample boxes on the shelf of a local supermarket. <ref name= aboutus/>
“I gave myself ten minutes in Waitrose to see the response to my product on the shelf – someone picked it up and put
it in her basket and on the back of that, I launched my business" <ref name= badbusiness>{{cite web|author= Anna Veronica Leach |url= http://www.theguardian.com/small-business-network/2013/oct/22/how-to-spot-bad-business-ideas |title= Q&A roundup: How to spot bad business ideas |publisher= The Guardian | date=2013-10-22 | accessdate=2014-05-15}}</ref>


=== Gü’s launch ===
=== Sale to Exponent ===
In June 2021, Gü was sold to private equity firm Exponent for an undisclosed sum.<ref>{{Cite web |title=Gü |url=https://www.exponentpe.com/our-portfolio/gu |access-date=2023-10-29 |website=Exponent |language=en}}</ref><ref>{{Cite web |last=NobleFoodsEditor |date=2021-05-18 |title=Gü Acquired by Exponent |url=https://www.noblefoods.co.uk/gu-acquired-by-exponent/ |access-date=2023-10-29 |website=Noble Foods |language=en-GB}}</ref>


⚫
== Products ==
The company's products include ramekin, sharing puds,<ref name=ourpuds>{{cite web |author= Gü |url= http://www.gupuds.com/our-puds |title= Our Puds |publisher= Güpuds.com |accessdate= 2014-05-15 |url-status= dead |archiveurl= https://web.archive.org/web/20140519113615/http://www.gupuds.com/our-puds |archivedate= 19 May 2014 |df= dmy-all }}</ref> mini puds and [[mousse]]s. Various styles are produced, including cheesecakes, puddings and tortes, in various flavours.


==Awards==
⚫
Gü launched in 2003 with three products: two chocolate mousses and a chocolate soufflé in glass ramekins, <ref name= duruni>{{cite web|author= Durham University |url= https://www.dur.ac.uk/business/alumni/james-averdieck/|title= OUR ALUMNI: JAMES AVERDIECK |publisher= Durham University | accessdate=2014-05-15}}</ref>, developed through a [[joint venture]] with a patisserie company in [[London]]. They has a seed capital of £65,000. <ref name= city>{{cite web|author= Dominic Walsh |url= http://www.thetimes.co.uk/tto/business/columnists/article3806353.ece |title= City Diary: trying to crack the market, again |publisher= The Times | date= 2013-07-03 | accessdate=2014-05-15}}</ref>
⚫
Gü received a [[Design Week]] Award.<ref name=BFaward>{{cite web|author= big fish |url= http://www.bigfish.co.uk/what-we-do/awards-recognition| title= Awards & recognition| publisher= big fish |accessdate=2014-04-09}}</ref>

Gü was able to diversify in 2005 into fruity puddings with Frü but in In May 2010 the two brands joined forces under the name of Gü. <ref name= aboutus/>.
In 2007 alone, Gü launched 24 new products, selling in 2,000 stores <ref name= Holy>{{cite web|author= Will Peakin |url= http://www.holyrood.com/2014/02/taste-of-success-2/ |title= Taste of success |publisher= Holyrood | date= 2013-02-17 | accessdate=2014-05-15}}</ref> and it is estimated that a Gü pudding is eaten somewhere in the world every two seconds. <ref name= PN/>

In 2010, James Averdieck collected about £9 million after selling Gü to [[Noble Foods]] for £32.5 million. <ref name= city/> Recently rebranded it for the international market. <ref name= bf>{{cite web|author= big fish |url= http://www.bigfish.co.uk/blog/portfolio/gu-puds/ |title= Gü Pud |publisher= big fish | accessdate=2014-05-15}}</ref> and has acquired a controlling stake in a small Essex-based maker of coconut-based desserts called Bessant & Drury. <ref name= city/>

⚫
=== Gü Products ===

==== After dark ramekins====
* After dark raspberry and white chocolate mousse
* Gü-zillionaires’ pud
* Gü york cheesecake
* Mango & passionfruit cheesecake
* Chocolate & orange melting middles
* After dark black forest gateaux
* After dark morello cherry bakewell puds
* Chocolate banoffees
* Chocolate mousses
* Lemon cheesecakes
* Hot chocolate melting middles
* Key lime pies
* Hot chocolate soufflés
* Chocolate & vanilla cheesecakes

==== After dark sharing puds ====
* Chocolate & pecan brownie pud
* Gü-ey chocolate torte

==== Anytime mousses ====
* Chocolate mousse

==== Mini puds ====
* Zesty lemon mini puds
* Chocolate & orange mini puds
* Chocolate ganache mini puds
* Mango & passionfruit mini cheesecakes
⚫
<ref name= ourpuds>{{cite web|author= Gü |url= http://www.gupuds.com/our-puds |title= Our Puds |publisher= Güpuds.com | accessdate=2014-05-15}}</ref>


==See also==
{{portal|Food}}
* [[List of desserts]]


== References ==
== References ==
{{Reflist}}
{{Reflist|2}}


{{DEFAULTSORT:Gu}}
{{uncategorised|date=May 2014}}
[[Category:Food manufacturers of the United Kingdom]]
[[Category:British desserts]]

Latest revision as of 11:54, 9 January 2025

Gu Indulgent Foods Limited
Gü
FormerlyNoble Desserts Holdings Limited (2009–2021)
Company typeSubsidiary
IndustryDessert
Founded2003; 22 years ago (2003) in London, United Kingdom
Key people
James Averdieck
(Founder and ex director)
ParentExponent Private Equity
Websitegudesserts.com

Gu Indulgent Foods Limited,[1] trading as Gü (/ɡuː/[2]), is a dessert manufacturing company, whose products are sold in the United Kingdom, Austria, Germany, the Netherlands, France, Ireland, Australia, New Zealand, Italy and the United States.[3] The product is made in the UK and was created by James Averdieck.[4]

Overview

[edit]

Launch

[edit]

Gü launched in 2003 with three products: two chocolate mousses and a chocolate soufflé in glass ramekins,[5] developed through a joint venture with a patisserie company in London. The venture had a seed capital of £65,000.[6]

Gü diversified into fruity puddings with a new brand called Frü in 2005, but merged this with the Gü brand in May 2010.[7] In 2007 Gü launched 24 new products.[8]

In 2010, Averdieck collected approximately £9 million after selling Gü to Noble Foods for £32.5 million.[6]

Sale to Exponent

[edit]

In June 2021, Gü was sold to private equity firm Exponent for an undisclosed sum.[9][10]

Products

[edit]

The company's products include ramekin, sharing puds,[11] mini puds and mousses. Various styles are produced, including cheesecakes, puddings and tortes, in various flavours.

Awards

[edit]

Gü received a Design Week Award.[12]

See also

[edit]

References

[edit]
  1. ^ "GU INDULGENT FOODS LIMITED overview - Find and update company information - GOV.UK". Companies House. 14 December 2009. Retrieved 3 August 2023.
  2. ^ "FAQs". Gu Puds. Archived from the original on 28 July 2012. Retrieved 14 August 2017. We eventually came up with Gü (pronounced 'goo') – which evokes the gooey oozing nature of our puddings.
  3. ^ Matt Kingdon (9 February 2012). "Innovation at Work: Unlocking the Promise of Innovation". mattkingdon. Retrieved 15 May 2014.
  4. ^ Miles Brignall (3 August 2003). "Launch pad". The Guardian. Retrieved 15 May 2014.
  5. ^ Durham University. "OUR ALUMNI: JAMES AVERDIECK". Durham University. Retrieved 15 May 2014.
  6. ^ a b Dominic Walsh (3 July 2013). "City Diary: trying to crack the market, again". The Times. Retrieved 15 May 2014.
  7. ^ Gü. "About us". gupuds.com. Archived from the original on 19 May 2014. Retrieved 15 May 2014.
  8. ^ Will Peakin (17 February 2013). "Taste of success". Holyrood. Archived from the original on 17 May 2014. Retrieved 15 May 2014.
  9. ^ "Gü". Exponent. Retrieved 29 October 2023.
  10. ^ NobleFoodsEditor (18 May 2021). "Gü Acquired by Exponent". Noble Foods. Retrieved 29 October 2023.
  11. ^ Gü. "Our Puds". Güpuds.com. Archived from the original on 19 May 2014. Retrieved 15 May 2014.
  12. ^ big fish. "Awards & recognition". big fish. Retrieved 9 April 2014.
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