Gü is a dessert brand that will make your mouth water. The company was founded in 2003 by entrepreneur James Averdieck and in 2010 it was bought by Noble Foods. Gü’s initial launch was with three products – two chocolate mousses and a chocolate soufflé, served in glass ramekins. From its London headquarters, it sells its wide range of delicious luxury desserts in the United Kingdom and globally, from France, the Netherlands and Germany, to Australia, New Zealand and the United States.
The company’s name originates from the French for taste – goût – and its products include cheesecakes, soufflés, mousses and molten middles. These desserts are predominately of a type that need to be stored in a chiller with a 30-day shelf life. Gü decided to launch a product selection with a nine-month shelf life that didn’t need to be refrigerated. These newly-launched chocolate spreads – Salted Caramel, Smooth Hazelnut and Crunchy Hazelnut – are sold in 200 gram pots. They are designed as ambient products and their longer shelf life means that they can stored and delivered via an ambient logistics solution. That’s where Boughey Distribution came in.
From our warehousing facility near Nantwich, Cheshire, we deliver a great service to all the major retailers. When Gü contacted Boughey and started to use them for its distribution, it allowed the new products a seamless introduction into retailers’ stock. Major retailers were immediately interested in the spreads and since their launch they have been stocked in Waitrose and Tesco. Boughey took the first delivery of the new range in June and Gü is looking at further expanding its offering in this ambient sector. Boughey currently has some 70 pallets of Gü product. Its success in the ambient sector has encouraged Gü to further develop its non-refrigerated offerings – it has a team of chefs toiling in their kitchen, cooking up more delicious flavours and concocting more innovative recipes.
Mark Young, Supply Chain Manager at Gü: “Our company motto is ‘Deliciousness is in our DNA’, and we are always looking for new opportunities to explore. The three chocolate spreads are our first products in the ambient food sector and we have been very pleased with the way it has gone, with Boughey proving to be the perfect logistics partner. As the premium leader in chilled desserts, Gü is always looking to innovate and ambient looks like it could open up a whole new horizon for us”.