Gu Indulgent Foods Limited
Gü
FormerlyNoble Desserts Holdings Limited (2009–2021)
TypeSubsidiary
IndustryDessert
Founded2003 (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, 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. 1 2 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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