Gü

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

Launch

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

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

Products

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

Gü received a Design Week Award.[12]

See also

References

  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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