Gü introduces master brand

Dessert brand Gü is restructuring its portfolio of Gü Chocolate and Frü Fruity Puds sub-brands under one master identity designed around eating occasions.

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It is also launching its biggest ever brand campaign to support the new structure and introduce the new Gü Singles range of individual desserts.

Gü Chocolate Puds, Frü Fruity Puds and Singles will all sit under the new Gü Puds brand.

It was developed in a bid to “simplify” the shopping experience in response to consumer research that showed customers buy desserts by occasion such as entertaining, sharing or treating themselves.

The £2m campaign includes the brand’s first national TV ad campaign redesigned packaging, press, outdoor, in-store, digital, PR and experiential activity.

Activity has been focused outside of London to help Gü attract new consumers outside its core region and grow the £144m premium dessert category.

Joseph Liu, senior brand manager at Gü Puds says: “We’re now especially focused on ensuring our brand communicates in a compelling, relevant manner to consumers who haven’t yet tried our products. If we can encourage more occasional purchasers, whilst retaining our loyal Gü fans, we will add significant value to the category.”

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