Gü, the number one chilled dessert brand[1], is introducing a new, innovative range to the desserts category with the launch of Gü Inspirations. Influenced by popular American-style bakery treats, the three-strong range includes Chocolate & Honeycomb, Cookies & Cream and Red Velvet. Rolling out in stores from 31st March, the launch is set to help retailers attract younger shoppers to the category, meeting demand for desserts that offer on-trend flavours.
The latest addition to Gü’s portfolio comes after a period of sustained growth for the brand. Gü remains integral to the success of chilled desserts, contributing over half of the value sales[2] growth in the past year alone and growing ahead of any other dessert brand[3]. This can largely be attributed to a series of successful product launches, delivering more than £8.4m in sales[4], as well as on-going marketing support. The brand is ideally placed to continue growth through its core range and insight-led innovation.
Amy Heap, Marketing Director at Gü, comments: “We know that younger adults are often on the lookout to try something new and we are confident our Gü Inspirations range is going to be a firm favourite. All three flavour profiles are growing in popularity across other categories, particularly among younger shoppers – an audience where there is the opportunity to increase the number of people buying into chilled desserts and their purchase frequency. The Gü Inspirations range is designed to continue helping us premium-ise chilled desserts, providing consumers with restaurant quality products in the comfort of their own home and helping retailers reach the next generation of Gü shoppers.”
“Honeycomb is one of the key sweet treat ingredient trends, having grown by 37% in the last five years[5] and we’ve seen similar demand for Red Velvet and Cookies & Cream, with both regularly appearing in leading bakeries’ top sellers lists.”
Chocolate & Honeycomb consists of a chocolate biscuit base and caramel sauce, topped with indulgent chocolate and honey ganache. Cookies & Cream boasts a dark chocolate cookie dough base – a first for Gü – topped with a Jersey cream layer and finished with cookie sprinkles. Finally, the ever-popular Red Velvet variety has a red velvet biscuit base, topped with a silky mascarpone cheese frosting and finished with red velvet biscuit crumbs.
Gü Inspirations will carry an MRSP of £3.40. Available from 31st March, the launch will be supported by social, digital and shopper marketing support, and will see the brand feature on the ever growing Tik Tok platform.
[1] Nielsen Scantrack, Total Coverage WE 30.01.21
[2] Nielsen, data to we 30.01.21
[3] Nielsen, data to we 30.01.21
[4] Nielsen, data to we 30.01.21
[5] “The food people” 20/21 flavour trends, Innova Insights, Aug 20
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