Gü, the number one chilled dessert brand[1], is launching a luxurious new flavour into its much loved Hot Puds range. Available in stores from 28th September, the Apple & Salted Caramel Sponge is set to help retailers meet consumer demand for indulgent after-dinner treats, with more shoppers than ever looking to add restaurant quality to at home meal occasions.

Developed by Gü’s Head Chef, Fred Ponnavoy, the new Apple & Salted Caramel Sponge is inspired by the traditional flavour of apple pie with the added twist of the ever-popular salted caramel flavour. Gü’s first 3-layered sponge pudding, it consists of a moist caramel sponge sitting on an apple compote and topped with Gü’s signature salted caramel sauce and Guérende salt.

This latest addition to the portfolio comes after a period of sustained success for Gü, where the brand has reached its biggest ever RSV of nearly £60m, adding over £10m in value sales in the last year – more than any other brand within the category[2] . The brand’s new product launches contributed £6.6m to the chilled desserts category alone[3] as premium options continued to tempt shoppers. With people willing to spend more, the premium desserts sector has experienced growth – with sales up +13.7%[4] – as shoppers are buying more frequently (+6.4%) and purchasing more per trip[5].

Gü’s current Hot Puds range, consisting of its iconic Hot Chocolate Melting Middles, Hot Chocolate Souffles, Chocolate Brownie and Sticky Toffee Pudding, have been critical in driving 100% of the growth in the Hot Desserts category in the last year[6].  Following the brand’s strong track record, Gü’s Apple & Salted Caramel Sponge is perfectly placed to help retailers capitalise on the demand for indulgent desserts and attract more shoppers to the category through a new flavour.

Amy Heap, Marketing Director at Gü, comments: “While lockdown restrictions have been in place, we’ve seen many people turn to premium products to add that special something to their home-cooked meals, and we know hot puddings are a firm favourite as we head into the winter months. Fruit flavours are consistently popular within Hot Desserts, with over a third of people stating apple is their preferred flavour[7]. Combined with Salted Caramel, we know there will be strong consumer appetite for our latest addition as we continue to grow our extremely successful Hot Puds range.”

Gü Apple & Salted Caramel Sponge will join the Hot Puds range with a MRSP of £3.40 and is available from 28th September 2020. The launch will be supported by a social media and influencer campaign.

[1] Nielsen Scantrack, Total Coverage WE 08.08.20

[2] Nielsen Scantrack, Total Coverage WE 08.08.20

[3] Nielsen Scantrack Total Coverage, WE 08.08.20 – MAT figure

[4] Nielsen Scantrack, Total Coverage WE 08.08.20

[5] Kantar Worldpanel, Chilled desserts frequency Data WE 09.08.20

[6] Nielsen, Total Market (excl. Discounters), Data to WE 21.03.20

[7] Nielsen, MAT 21.03.20, Wirral Hot eat consumer study, May ’19

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