Gü Puds appoints Sarah Baldwin as new managing director


Gü Puds, the UK’s leading premium chilled dessert brand, has appointed Sarah Baldwin as managing director.

Gü, part of The Noble Foods Group, is launching an ambitious five-year growth plan under Baldwin’s leadership. Her remit is to grow Gü in the UK, France and Germany and to increase brand penetration through bold and strategic innovation.

With over 18 years’ experience in growing food and drink brands, Sarah will be responsible for taking Gü to new heights by driving business and category growth and bringing indulgent taste sensations to new audiences.

Previously marketing director for Arla Foods UK, the UK’s largest dairy company, Baldwin started her career as a sales representative for Mars Inc. before climbing the ranks at Bulmers, Dairy Crest and ASDA.

Baldwin’s appointment comes at a time of change for both Gü and Noble Foods, with a cohort of new talent entering executive positions. These appointments are part of a wider plan to accelerate the growth and expansion of all parts of The Noble Foods Group.

“I’ve always been a huge fan of Gü, as a consumer and as a business, so it’s a dream role for me. I’m looking forward to working with the vibrant and creative team, driving the business forward and overseeing fabulous innovation,” says Baldwin. “Gü Puds is a fantastic brand, and I can’t wait to take it to the next level.”

Dale Burnett, newly appointed CEO of Noble Foods Group, said:“Having previously worked with Sarah, I’ve watched her progression with interest and firmly believe she’s the ideal person to grow Gü Puds. We’ve put in place an ambitious growth strategy as we continue to build Gü’s consumer-base, and I have no doubt Sarah’s experience and knowledge of the food sector will drive the brand forward.”