Premium dessert brand Gü has rolled out new packaging across its range as it looks to expand in overseas markets.
The West London-based company said it was on an impressive growth trajectory with £73.3m in sales at an increase of more than 4.5% year-on-year [Nielsen data, 52w/e 1 January 2026].
It claims to have been influential in establishing the UK’s premium chilled desserts category back when the company was founded by James Averdieck in 2003. Gü was subsequently acquired by supplier Noble Foods in 2010 before being sold to private equity firm Exponent a year later.
The rebranding is said to mark a significant step in Gü’s next phase of growth with international expansion forming a key pillar. Whilst reporting continued success across Europe, it has launched products – such as cheesecakes, cake pots, and mousses – in Australia, New Zealand, and the US.
Redesigned packs were seen on shelves in the UK from the 1 January, with a global rollout from April onwards. The pack strategy and design work was undertaken by agency Derek & Eric.
“Gü came to us with a brief centered on maximum indulgence, and our job was to express that in a way only Gü can,” commented Alex Stewart, creative partner at Derek & Eric. “In a category increasingly dominated by value cues, we wanted to craft something unapologetically premium, a design system that commands attention, celebrates the craft behind the product, and gives Gü the standout it deserves on shelf.”
Accompanying the packaging refresh is a new brand platform – ‘When You’re Done Being Good, Be Gü’ – which has been crafted to help relieve consumers of the guilt and pressure that comes with indulgence, and a society where people are made to question their every choice.
“The world of indulgence has well and truly exploded,” said Gü head of marketing Stefanie Jahn-Hustler. “Alongside desserts you have ice cream, baked goods, confectionery and so much more, with shoppers spoilt for choice.
“While consumers love and recognise the Gü brand and our products remain truly special, over time we have been told the branding has lost some pizazz. With this, and an exciting chapter ahead for us in terms of global growth, now feels like the perfect time for a refresh to ensure we stand out amongst the noise,” she added.
Gü produces its range at a manufacturing site in Bishops Stortford, with lines sold at all major UK retailers. Based on volume performance [Nielsen and Kantar Worldpanel 2024 data], an average of 100 Gü ramekins are consumed by Brits every minute.
The brand has continued to expand its product portfolio, including its most recent addition of a new Salted Pistachio Cheesecake to tap into the fast-growing flavour trend.
The dessert features a double-cocoa biscuit base, a layer of creamy mascarpone cheesecake, and a smooth pistachio crème crafted from the finest Italian pistachio paste. It is topped with a sprinkle of salted chocolate crocant (meaning “crunchy” in French).
Available now in a two-pack (rsp: £3.95) at Sainsbury’s stores, with additional retailers to follow later in the year.
“Pistachio is a flavour our consumers tell us they want more of, and we’ve spent months perfecting a recipe that allows its delicate, nutty notes to shine,” said Fred Ponnavoy, head chef at Gü. “We’ve used generous amounts of Italian pistachio paste and added a touch of salted crocant for contrast. It’s a flavour combination that feels both classic and completely new, our kitchen team are already nuts for it.”
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