Gü is taking on own-label offerings from M&S and Waitrose with Naughties – a range of bite-size cake tubs that marks its first foray into ambient cakes.
The luxury pudding brand has launched Rocky Road, Millionaire’s Flapjack and Gü-ey Choc Sponge Roll sharing tubs at an rsp of £2.99 each – 30p more than M&S’s tubs and 40p more than Waitrose’s. The bitesize tubs, which come in Gü’s trademark black livery, are on shelf now in Tesco, Sainsbury's, Waitrose and Ocado.
“Our consumer research highlighted some new usage occasions that we wanted to tap into: mid-morning snacks, after-lunch sweet fixes and late-afternoon pick-me-ups,” said Amelia Macleod, sales director at Gü Chocolate Puds. “The new range has been developed with these occasions in mind. With 16 cake bites in a tub and a resealable lid, these will help to grow the frequency with which consumers treat themselves.”
The Naughties launch is supported by a £250,000 marketing spend including press and outdoor advertising, an online How Naughty Are Ü? campaign and extensive sampling.
The bitesize cake category recorded a sales growth of 23% to £53m last year, according to Nielsen.
The luxury pudding brand has launched Rocky Road, Millionaire’s Flapjack and Gü-ey Choc Sponge Roll sharing tubs at an rsp of £2.99 each – 30p more than M&S’s tubs and 40p more than Waitrose’s. The bitesize tubs, which come in Gü’s trademark black livery, are on shelf now in Tesco, Sainsbury's, Waitrose and Ocado.
“Our consumer research highlighted some new usage occasions that we wanted to tap into: mid-morning snacks, after-lunch sweet fixes and late-afternoon pick-me-ups,” said Amelia Macleod, sales director at Gü Chocolate Puds. “The new range has been developed with these occasions in mind. With 16 cake bites in a tub and a resealable lid, these will help to grow the frequency with which consumers treat themselves.”
The Naughties launch is supported by a £250,000 marketing spend including press and outdoor advertising, an online How Naughty Are Ü? campaign and extensive sampling.
The bitesize cake category recorded a sales growth of 23% to £53m last year, according to Nielsen.
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