The owner of UK desserts firm Gü is looking for investment in the business similar to that secured earlier this year by Innocent Drinks from Coca-Cola Co., just-food understands.

Luxury puddings maker Gü, founded in 2003, has received “unsolicited approaches” for the business from leading “chocolate and chilled businesses”, a source close to the situation told just-food today (23 June).

The source declined to name the interested parties but revealed there were also potential suitors among private equity houses.

Gü’s owner and managing director James Averdieck is believed to not want to sell 100% of the business but is open to offloading a stake in the company in exchange for capital to invest in the firm.

The source said Averdieck was open to an “Innocent-style deal for investment that would allow the business to grow”.

In April, Coca-Cola Co. secured a minority stake in Innocent, the UK smoothie maker, for GBP30m (US$48.8m).

A deal on Gü could be concluded by the end of the year with the source indicating that, among the “different offers” on the table for the desserts maker were bids ranging from 50% to 90% of the business. Reported valuations of the business have stood at GBP50m.