Gü is launching a range of individual single-serve puds as part of a major brand revamp that will be supported by its first national TV push.
Gü Singles mousses (rsp: £1.19) are being launched after a trial of two single-pot products last year, and hit shelves this month in chocolate, mango & lime, passion fruit, and raspberry & chocolate flavours.
The company has also simplified the look of its chilled desserts line-up by consolidating its Gü Chocolate Puds and Frü Fruity Puds under the umbrella name Gü Puds.
The moves follow research suggesting consumers were looking for products to suit a repertoire of eating occasions from entertaining and sharing to indulgent treats for themselves.
The packaging across its chilled desserts range has been revamped to feature illustrations highlighting the different occasions.
The chocolate-based range will retain its black livery and the fruit-based range its white, but the design has been updated to enhance shelf standout.
The activity will be backed by the Give in to Gü TV push, which breaks on Monday as part of a £2m marketing campaign the brand's largest to date.
Gü said there was an opportunity to grow its own sales, which have leapt 8% to £26.5m over the past year, as well as the premium desserts sector as a whole, which is also up 8% to £144m [Nielsen 52w/e 19 March 2011].
"If we can encourage more occasional purchasers, while retaining our loyal Gü fans, we will add significant value to the category," said senior brand manager Joseph Liu.
Gü Singles mousses (rsp: £1.19) are being launched after a trial of two single-pot products last year, and hit shelves this month in chocolate, mango & lime, passion fruit, and raspberry & chocolate flavours.
The company has also simplified the look of its chilled desserts line-up by consolidating its Gü Chocolate Puds and Frü Fruity Puds under the umbrella name Gü Puds.
The moves follow research suggesting consumers were looking for products to suit a repertoire of eating occasions from entertaining and sharing to indulgent treats for themselves.
The packaging across its chilled desserts range has been revamped to feature illustrations highlighting the different occasions.
The chocolate-based range will retain its black livery and the fruit-based range its white, but the design has been updated to enhance shelf standout.
The activity will be backed by the Give in to Gü TV push, which breaks on Monday as part of a £2m marketing campaign the brand's largest to date.
Gü said there was an opportunity to grow its own sales, which have leapt 8% to £26.5m over the past year, as well as the premium desserts sector as a whole, which is also up 8% to £144m [Nielsen 52w/e 19 March 2011].
"If we can encourage more occasional purchasers, while retaining our loyal Gü fans, we will add significant value to the category," said senior brand manager Joseph Liu.
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