Gü announces new brand positioning following in-depth usage & attitude study


Leading chilled dessert brand, Gü Puds, has announced a bold new brand relaunch, expanding its innovation focus as it reminds Brits to enjoy every sweet moment in life.

The repositioning also sees the brand overhaul its packaging to achieve on-shelf cut-through and remind consumers of the brand’s premium nature, and sees the movement into the food-to-go category, offering consumers high-quality products that can be enjoyed anytime, anywhere.

New direction for dessert

In one of its biggest-ever initiatives, Gü is moving in a fresh direction, spearheading a new brand identity that taps into the consumers’ desire to make the most of every moment in life.

From September, following an in-depth usage & attitude study, the brand will expand its reach by tapping-into the consumer need for ‘everyday permissible pleasures’ with its launch of a food to go range, as it helps Brits enjoy the most out of every sweet moment in life.

Chris Heyn, UK marketing director, said: “Since our launch in 2003, we’ve developed a name for ourselves as leaders in understanding the dessert consumer. We want to ensure we are continuing to raise the bar within the category through revitalising a cornerstone of the dessert market, providing consumers with high-quality products that fit seamlessly into their lives.

More than just a dessert for special occasions – our products provide our target market, ‘life celebrators’, with sensational tastes in every mouthful, whenever and wherever people are in need of a sweet moment.”

Pristine pud packaging

The brand reposition also sees the revitalisation of all packaging across the Gü portfolio. On-shelf from Wednesday 13 April, all 39 products will be revitalised with fresh packaging illustrating the tastes and textures of each individual product.

Created with bursts of colour and peppered with deconstructed ingredients, the new packaging marks the brand’s ongoing investment into producing innovative, high-quality products that reflects the sociable, busy lives its consumers are leading.


From September, Brits will be able to enjoy Gü on-the-go with the launch of the brand’s food-to-go range. Aimed at providing shoppers with a dessert that can be enjoyed at anytime, anywhere, the new range is the ideal treat that fits perfectly into their busy schedule.

The new Food-to-Go range will offer consumers a choice of desserts that offer bursts of flavours on-the-go, from a revolutionary brand that has earnt a reputation for quality – raising the bar for desserts in the Food-to-Go category.

Produced in small pots with a spoon included for on-the-go enjoyment, the new range will be available in four variants:

–          Silky Salted Caramel & Chocolate Ganache

–          Velvety Blackcurrant & Violet Posset with a Raspberry Compote

–          Exotic Passion Fruit Posset with a Passion Fruit Curd

–          Sea-Salted Chocolate Ganache

Heyn continues: “Since our consumers lead busy lives and are sociable, spontaneous shoppers, we want to cater to their increasingly adventurous palates and their stop-go lives. The new range will offer consumers an accessible, high-quality product that stands out from the crowd and gives them that much-needed burst of flavours anytime they desire.”

In autumn 2016, Gü will also be returning to screens following a three-year hiatus.