French
DeutschGü
 | |
| Gü | |
| Formerly | Noble Desserts Holdings Limited (2009–2021) |
| Company type | Subsidiary |
| Industry | Dessert |
| Founded | 2003 in London, United Kingdom |
Key people | James Averdieck (Founder and ex director) |
| Parent | Exponent Private Equity |
| Website | gudesserts |
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]- ^ "GU INDULGENT FOODS LIMITED overview - Find and update company information - GOV.UK". Companies House. 14 December 2009. Retrieved 3 August 2023.
- ^ "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.
- ^ Matt Kingdon (9 February 2012). "Innovation at Work: Unlocking the Promise of Innovation". mattkingdon. Retrieved 15 May 2014.
- ^ Miles Brignall (3 August 2003). "Launch pad". The Guardian. Retrieved 15 May 2014.
- ^ Durham University. "OUR ALUMNI: JAMES AVERDIECK". Durham University. Retrieved 15 May 2014.
- ^ a b Dominic Walsh (3 July 2013). "City Diary: trying to crack the market, again". The Times. Retrieved 15 May 2014.
- ^ Gü. "About us". gupuds.com. Archived from the original on 19 May 2014. Retrieved 15 May 2014.
- ^ Will Peakin (17 February 2013). "Taste of success". Holyrood. Archived from the original on 17 May 2014. Retrieved 15 May 2014.
- ^ "Gü". Exponent. Retrieved 29 October 2023.
- ^ NobleFoodsEditor (18 May 2021). "Gü Acquired by Exponent". Noble Foods. Retrieved 29 October 2023.
- ^ Gü. "Our Puds". Güpuds.com. Archived from the original on 19 May 2014. Retrieved 15 May 2014.
- ^ big fish. "Awards & recognition". big fish. Retrieved 9 April 2014.