Gü
Dessert manufacturing company
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Gu Indulgent Foods Limited,[1] trading as Gü (/ɡuː/[2]), is a dessert manufacturing company, whose products are sold in the United Kingdom, Austria, Germany, the Netherlands, France, Ireland, Australia, New Zealand, Italy and the United States.[3] The product is made in the UK and was created by James Averdieck.[4]
 | |
| Gü | |
| Formerly | Noble Desserts Holdings Limited (2009–2021) |
| Company type | Subsidiary |
| Industry | Dessert |
| Founded | 2003 in London, United Kingdom |
Key people | James Averdieck (Founder and ex director) |
| Parent | Exponent Private Equity |
| Website | gudesserts |
Overview
Launch
Gü launched in 2003 with three products: two chocolate mousses and a chocolate soufflé in glass ramekins,[5] developed through a joint venture with a patisserie company in London. The venture had a seed capital of £65,000.[6]
Gü diversified into fruity puddings with a new brand called Frü in 2005, but merged this with the Gü brand in May 2010.[7] In 2007 Gü launched 24 new products.[8]
In 2010, Averdieck collected approximately £9 million after selling Gü to Noble Foods for £32.5 million.[6]
Sale to Exponent
In June 2021, Gü was sold to private equity firm Exponent for an undisclosed sum.[9][10]
Products
Awards
Gü received a Design Week Award.[12]
