Gü, celebrated as a premium UK dessert brand, is stepping into the frozen arena with the debut of a tantalizing new line of frozen sundaes. These indulgent delights will be exclusively available at Waitrose supermarkets beginning June 9th.
This selection, showcasing flavors like Double Salted Caramel & Mascarpone, Caramel, Chocolate & Hazelnut, and Clotted Cream & Chocolate Crunch, marks Gü’s initial expansion beyond its signature chilled dessert lineup.
“Gü is excited to unveil our latest frozen sundae range, offering new avenues for innovation,” stated Emma Heeney, Gü’s senior innovation manager. “These decadent individual treats cater to a niche within the freezer section, traditionally filled with family-sized desserts.”
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Consumer Trends Driving Gü’s Expansion
Gü’s decision coincides with a strategic effort to leverage a significant 12% surge in home indulgence over the last three years. Additionally, industry data reveals that 58% of UK consumers are intending to cut down on dining-out expenses amidst economic challenges, further motivating Gü’s market expansion.
Prepared by Gü’s master pâtisserie chef, Fred Ponnavoy, the frozen sundaes will initially hit the shelves of 253 Waitrose stores across the country. Following this debut, they are slated for wider distribution in other leading UK retailers later this summer.
The frozen range, consisting of four ramekins, will be available at £6 per pack. As part of an exclusive launch promotion, the price will be reduced to £4 from June 10th to July 2nd, 2024.
Exponent, a private equity firm, holds ownership of Gü, which has carved out a niche as a premium brand in the chilled dessert sector. With sales totaling £73.3 million and an annual growth rate exceeding 4.5%, Gü continues to reinforce its market presence.
“Our goal was to craft an unparalleled indulgence with our sundaes, brimming with our renowned velvety French salted caramel,” expressed Ponnavoy. “As connoisseurs of sweet delights, we’ve fashioned frozen treats that push the boundaries of dessert. Premium ingredients guarantee exceptional flavor, while innovative textures offer an extra dimension of delight.”
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