Gü invests £4.5m in brand as it looks to take share from confectionery

While some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.

Source: Gü

Dessert brand Gü plans to invest £4.5m in its brand, innovation and people over the next year as it looks to double its global business by 2025.

The brand’s CMO Anthony Wells describes the investment as its “most ambitious” to date as it looks to take advantage of the fact more people are staying at home given the cost of living crunch.

Gü has identified Friday nights as a new “treat occasion” and is looking to tap into consumers’ desire for “more interesting” options than the usual ice cream or chocolate, which its research shows nine in 10 people are seeking.

The brand also has ambitions to grow the chilled dessert category. Gü is the leading chilled dessert brand in the UK, according to Nielsen, with sales of more than £70m but the category as a whole is dominated by supermarket own-labels. The brand is now looking to build on the momentum it has created within the category and strengthen its position further.

Gü’s fresh positioning reflects its appeal as a premium treat alternative to ice cream or chocolate.

To help it achieve this, the Gü has refreshed its pack design and will be unveiling four new desserts at the end of August.

The new-look packs are black with a more “grown up” typography, which the brand hopes will simplify segment identity, while drawing the eye to the bold pictures of the product itself and the colourful descriptions.

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As well as brand bay takeovers in more than 300 Sainsbury’s and experiential activity, next year Gü will also be launching its first TV campaign in over four years.

“Gü’s fresh positioning reflects its appeal as a premium treat alternative to ice cream or chocolate,” explains Wells.

“A period of economic and retail uncertainty is upon us all and whilst other brands are making drastic cuts, Gü is undertaking its most ambitious growth journey to date. Led by brand and innovation, we have our sights set on doubling the size of the business over the next three years and are equipped with the investment, plan and talent to deliver.”

As part of this plan, Wells has also made a number of key hires within the marketing and innovation teams, expanding the size of both.