Presentation of GÜ

Gü is a unique brand of pastry desserts created in London bu James Averdieck. It was during a lunch  in Brussels, he wondered, "but why in my country, do not we have high quality desserts? ".

He decided to create Gu, a modern brand that would offer a large surface of the chocolate desserts live up to the restaurants or bakeries.

Mission accomplished today, GU dessert is eaten every two seconds in the world ...

Recipes are created in a kitchen by a french pastry chief.

The company use real ingredients : 100 % pure chocolate cocoa butter in desserts, like fruit slurry quality, and he bring special product from all around the world.

Gü slogan is to revolutionarize desserts code in supermarkets.

Since the English brand has landed in France in 2006, success is to go: with a turnover of € 18 million, it grew by 42% since 2009.
Gu, created in England in 2003 and acquired in 2010 by Nobel Foods Group, intends to find a place on a dessert market with high potential, where the dessert specialties segment represents  23% of market value and a growth of 1.5% per year.

He joined forces with a French pastry chef, Frédéric Ponnevoy. The idea is to make desserts with high added flavor, using high quality ingredients, selected for their bold taste in recipes that are biased chocolate.

Arrived in 2007, Frédéric Ponnevoy is now supported by Jerome Pendaries. The two pastry chefs prepare and develop all the recipes of the brand, bringing their expertise.
France is the largest market for desserts, but if the French are accustomed to frequent the pastries, there was a niche to be taken into supermarkets.

But must still win the French ... first taught to market the brand: Monoprix, in 2006, followed by Carrefour.A year later, the Gu desserts move into the spokes of Auchan, Géant Casino and ATAC. In 2009, they are present in all the distributors.

To win the heart of consumers, the brand launched in 2011 its first TV advertising campaign, with one thing in mind: to continue building its reputation and increase the number of sales. An equation that requires an investment-size marketing: "The marketing budget has increased from 2.5 to 3.5 M € in 2010 and they established a long-term planning in France. 

But to stand out in a highly fought, it takes more than a publicity stunt. In the category of specialty desserts ultra-fresh, the competition is tough and yogurt makers are none other than Danone and Yoplait, the heavyweight punching power and how important drivers face a new brand.