Premium dessert specialist Gü Chocolate Puds is entering what it describes as "phase two" of its operations, with increased marketing support and extensions to the Frü fruit brand it launched last year.

Next month it is adding a two-pack of Hot Lemon Soufflés, which comes served in glass ramekins, and Flirty Little Fruit Shots - packs of three fruit desserts in shot glasses in either lemon or blackcurrant flavours - to its Frü range. Further products, including a Fruity Torte and Petite Crèmes, are also in the pipeline, as well as

seasonal lines.

The products have listings in Waitrose, Ocado and Booths, and will retail at £2.49 and £1.99 respectively.

The company has also earmarked £1.2m for the marketing of both its Gü and Frü brands for the coming year, including its first TV campaign, which could be aired as soon as December.

Press adverts, sampling and a viral campaign are also planned for the new year. Gü is currently airing its first screen campaign in cinemas until the end of October.

MD James Averdieck said the company had so far concentrated on new product development, launching around 20 products in its first three years, but was shifting its attention to expanding its customer base. "We are in the next phase of growth and putting some serious money behind marketing," he said. "We are now concerned about increasing brand awareness because when people try our products they are hooked. Over the next six months we will up the ante."

Gü's penetration in the grocery market is still low at 4%, but Averdieck said he hoped to grow this to 15% within three years. The south west and north west of England, in particular, are areas in which he said the brand needed to boost its popularity.

The company is also looking to expand into foodservice and impulse channels as well as European markets, such as France and Belgium, where some of its products are already produced.


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