Premium dessert brand Gü has launched its first ever sub-brand Heavenly Hot Puds, which includes two new products.

The range will bring existing top sellers Chocolate Soufflé and Chocolate Molten Middle under one sub-brand name, as well as NPD Belgian Chocolate Brownie and Sticky Toffee Pudding. They will be available in stores from 2 September with an RSP of £3.30 for a twin-pack.

It is part of Gü’s strategy to broaden its range and simplify the desserts fixture.

“Establishing a credible, new brand as part of the Gü portfolio is not only central to our ambitious growth strategy, but we also believe it will improve navigations of the aisle,” said Stuart Agnew, marketing director at Gü.

“People have told us that looking for a hot or cold dessert can sometimes become quite tricky and Heavenly Hot Puds will help to create a clear differentiation between our hot and cold puddings.”

Agnew added that brownies and sticky toffee puddings were firm favourites in restaurants, meaning “there is massive headroom to grow sales for the at-home occasion”.

The launch will be supported by an out-of-home media campaign that the company said would keep its hot desserts front-of-mind for consumers in the run-up to winter.