Gü, the number one chilled dessert brand and pioneer in indulgent treats, is embarking on the next stage in its journey to premiumise the chilled desserts category with the launch of its Double Caramel Crème and Italian Desserts ranges this April.
The brand has a strong track record for product innovation that has staying power and drives growth – its most recent range launch achieved a top 10 position in 2021 FMCG launches according to Kantar figures released yesterday (25 April 2022) and the new additions to the range have been created to attract a younger audience and drive stronger repeat purchase.
Gü Double Caramel Crème is inspired by one of France’s most beloved and iconic desserts, the crème caramel, providing shoppers with a superior quality, irresistibly smooth and luxurious caramel experience that combines creamy layers made with French butter caramel, a pinch of Guérande salt and British cream layered between two delectable, silky layers of caramel.
The launch of Gü Double Caramel Crème will help retailers capitalise on the strong growth in the crème desserts segment, which is worth £4.7m and growing +12% year-on-year, and the rise in popularity of caramel flavoured products, now worth £72.8m and growing +9% year on year2.
Gü is also introducing two new Italian desserts – Gü Tiramisu and Gü Cherry Panna Cotta – each with a fresh, modern twist on a classic that will make any Italian night in even better. They are available in the iconic Gü single portion ramekins to increase their appeal and accessibility among consumers, especially given that ‘potted premium’ is currently the fastest growing category in the chilled desserts market over the last two years (+16.9%).
Gü Tiramisu features a dark chocolate coffee crème made with roasted Arabica and Robusta coffee, sitting on a biscuit base, and topped with a creamy layer of mascarpone and Sicilian Marsala wine. It is finished with Gü’s superior chocolate and coffee-infused ganache to provide the perfect balance of flavours.
Gü Cherry Panna Cotta offers the ultimate combination of creamy and fruity tasting notes, with a gently cooked, authentic panna cotta infused with vanilla and topped with mascarpone and a novel and refreshing cherry compote
Anthony Wells, Chief Marketing Officer at Gü, said: “As the leading brand, Gü remains integral to the success of the chilled desserts category, delivering 10.6% of growth to this sector in the past year1. It also continues to innovate across a variety of segments and formats, delivering eight out of the top 10 chilled desserts NPD over the last four years1. We believe that now is the right time to firmly move the brand into the broader segment of ‘modern indulgence’ beyond chilled desserts.
“With shoppers increasingly looking to make their nights in more special, these products offer consumers premium indulgence and are perfect to attract more shoppers to the category and more usage into new indulgence occasions on the sofa. Our luxurious Double Caramel Crème is truly unique and a genuine consumer alternative for ice cream or premium chocolate at the end of a busy day. Meanwhile, the twists on classic Italian desserts will put the cherry on top of any Pizza night in. “
Gü Double Caramel Crème and Gü Italian Desserts will be available in major supermarkets from the end of April with an MRSP of £3.50 for a twin pack. The products will also be supported with social, digital, and marketing activity to drive awareness among shoppers.
 Nielsen, w.e. 01.01.22
 Nielsen, w.e. 26.02.22