Gü Explained

Gu Indulgent Foods Limited
Trading Name:Gü
Former Name:Noble Desserts Holdings Limited (2009–2021)
Type:Subsidiary
Foundation: in London, United Kingdom
Key People:James Averdieck
(Founder and ex director)
Industry:Dessert
Parent:Exponent Private Equity

Gu Indulgent Foods Limited,[1] trading as Gü ([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

Notes and References

  1. Web site: 2009-12-14 . GU INDULGENT FOODS LIMITED overview - Find and update company information - GOV.UK . 2023-08-03 . . en.
  2. Web site: . . FAQs . dead . https://web.archive.org/web/20120728004624/http://www.gupuds.com/faqs . 28 July 2012 . 2017-08-14 . Gu Puds . We eventually came up with Gü (pronounced ‘goo’) – which evokes the gooey oozing nature of our puddings. . dmy-all.
  3. Web site: Matt Kingdon . Innovation at Work: Unlocking the Promise of Innovation . mattkingdon . 2012-02-09 . 2014-05-15.
  4. Web site: Miles Brignall . Launch pad . The Guardian . 2003-08-03 . 2014-05-15.
  5. Web site: Durham University . OUR ALUMNI: JAMES AVERDIECK . Durham University . 2014-05-15.
  6. Web site: Dominic Walsh . City Diary: trying to crack the market, again . The Times . 2013-07-03 . 2014-05-15.
  7. Web site: Gü . About us . gupuds.com . 2014-05-15 . dead . https://web.archive.org/web/20140519090222/http://www.gupuds.com/about-us . 19 May 2014 . dmy-all .
  8. Web site: Will Peakin . Taste of success . Holyrood . 2013-02-17 . 2014-05-15 . dead . https://web.archive.org/web/20140517120335/http://www.holyrood.com/2014/02/taste-of-success-2/ . 17 May 2014 . dmy-all .
  9. Web site: Gü . 2023-10-29 . Exponent . en.
  10. Web site: NobleFoodsEditor . 2021-05-18 . Gü Acquired by Exponent . 2023-10-29 . Noble Foods . en-GB.
  11. Web site: Gü . Our Puds . Güpuds.com . 2014-05-15 . dead . https://web.archive.org/web/20140519113615/http://www.gupuds.com/our-puds . 19 May 2014 . dmy-all .
  12. Web site: big fish . Awards & recognition. big fish . 2014-04-09.

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