Gü to consolidate Gü and Frü brands

Posted by Nicole Eckersley on 12th May 2011

Gu Hot Choc Melting Middle PudUK-based desserts brand Gü has announced that it will consolidate its Gü Chocolate Puds and Frü Fruity Puds under the umbrella brand Gü Puds.The company has announced a GBP2 million brand campaign to support the UK relaunch – its biggest marketing investment to date.

The campaign, which will focus on building awareness the Gü brand outside London, will include new packaging and national TV, press and outdoor advertising.

It has the tag line ‘Give in to Gü’ and promotes the idea that giving into everyday urges has no real consequences. It features a series of “every day scenarios which people find hart to resist, such as freshly un-popped bubble wrap, a line of dominoes, or a large pile of crunchy autumn leaves”.

As part of the refresh, Gü has also redesigned its packaging to offer “greater in-store visibility, enhanced on-shelf standout and wider consumer appeal”.

The company said its “chic black packaging” now features a series of “decadent” character illustrations, highlighting different dessert eating occasions, along with a more vibrant colour palette to denote flavour and ingredients.

Gü, owned by egg producer Noble Foods, has also announced the launch of Gü Singles, a range of four ‘anytime’ mousses, which are available in single-serve pots and have a plastic spoon included inside. The range is available in chocolate, mango and lime, passionfruit, and raspberry and chocolate varieties.

“Gü has built an incredibly strong reputation for making high quality premium desserts that consumers love,” said senior brand manager Joseph Liu. “However, we’re now especially focused on ensuring our brand communicates in a compelling, relevant manner to consumers who haven’t yet tried our products. If we can encourage more occasional purchasers, whilst retaining our loyal Gü fans, we will add significant value to the category.”

Gü desserts are currently available in supermarkets through Australia.

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