Dessert maker Gü Puds has announced plans to add to its range of ramekin desserts in the UK.

The “smooth and creamy” Gü York cheesecake is designed to tap into the demand for “American classics”, Gü said. The company recently expanded its operations to the US, its thirteenth international market.

The desserts feature a caramelised biscuit base and Madagascan vanilla cheesecake and have been launched as Gü, now owned by UK egg producer Noble Foods, celebrates its tenth anniversary.

Part of the birthday celebrations include a GBP1m (US$1.55m) brand campaign that will last over the summer. This will include a nationwide on-pack promotion, ATL advertising, PR and digital engagement. A spokesperson for the group told just-food the company hopes the campaign will build brand awareness and drive sales growth.

Earlier this month, Noble Foods declined to comment on reports its owners are looking to sell the business.

According to The Sunday Telegraph, Peter Dean and Michael Kent have hired Rothschild to handle the sale of the business.

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Private-equity firms PAI and CapVest are expected to be among interested parties to table first-round offers this week, the newspaper reported.

Noble Foods was formed in 2006 after the merger of Deans Food Group and Stonegate. In 2010, the company snapped up a majority stake in desserts business Gü, although that asset is not on the block, the paper claimed.