UK desserts brand Gu has announced that it will consolidate its Gu Chocolate Puds and Fru Fruity Puds under the umbrella brand Gu Puds.
The company has announced a GBP2m brand campaign to support the relaunch – its biggest marketing investment to date.
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The campaign, which will focus on building awareness the Gu brand outside London, will include new packaging and national TV, press and outdoor advertising.
It has the tag line ‘Give in to Gu’ and promotes the idea that giving into everyday urges has no real consequences. It features a series of “every day scenarios which people find hart to resist, such as freshly un-popped bubble wrap, a line of dominoes, or a large pile of crunchy autumn leaves”.
As part of the refresh, Gu has also redesigned its packaging to offer “greater in-store visibility, enhanced on-shelf standout and wider consumer appeal”.
The company said its “chic black packaging” now features a series of “decadent” character illustrations, highlighting different dessert eating occasions, along with a more vibrant colour palette to denote flavour and ingredients.
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By GlobalDataGu, owned by egg producer Noble Foods, has also announced the launch of Gu Singles, a range of four ‘anytime’ mousses, which are available in single-serve pots and have a plastic spoon included inside. The range is available in chocolate, mango and lime, passionfruit, and raspberry and chocolate varieties.
“Gu has built an incredibly strong reputation for making high quality premium desserts that consumers love,” said senior brand manager Joseph Liu. “However, we’re now especially focused on ensuring our brand communicates in a compelling, relevant manner to consumers who haven’t yet tried our products. If we can encourage more occasional purchasers, whilst retaining our loyal Gu fans, we will add significant value to the category.”
