Gü Puds has launched its first sub-brand, Heavenly Hot Puds, as it continues its strategy to broaden its portfolio of chilled and frozen desserts.
From 2 September, Gü’s existing hot variants for two, Chocolate Soufflé and Chocolate Molten Middle, will be joined in chillers under the Heavenly name by new duo Belgian Chocolate Brownie and Sticky Toffee Pudding (rsp: £3.30).
The latest recipes were “firm consumer favourites in terms of restaurant desserts, and there is massive headroom to grow sales for the at-home occasion” said Gü marketing director Stuart Agnew. “Hot puddings have gained particular popularity in two key after-dinner dessert moments – time with the family and meals with a partner.”
The Heavenly sub-brand was “not only central to our ambitious growth strategy”, it would also make navigation of the chilled dessert aisle easier for shoppers, Agnew added. “People have told us that looking for a hot or cold dessert can sometimes become quite tricky, and Heavenly Hot Puds will help to create a clear differentiation between our hot and cold puddings.”
It comes after Gü unveiled its “biggest NPD pipeline yet” in February – taking a second stab at ice cream with three sharing tubs, and making its debut in free-from via five chilled SKUs made with ingredients including coconut cream and 70% cocoa chocolate.
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