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Gü expands into frozen desserts with exclusive Waitrose launch

Premium UK dessert brand Gü is making its foray into the frozen category, unveiling a new line of indulgent frozen sundaes that will debut exclusively at Waitrose supermarkets from 9 June. The range – featuring Double Salted Caramel & Mascarpone, Caramel, Chocolate & Hazelnut, and Clotted Cream & Chocolate Crunch – represents Gü's first venture beyond its core chilled dessert offerings. "Gü is thrilled to introduce the new frozen sundae range, which opens up exciting opportunities for innovation," said Emma Heeney, senior innovation manager at Gü. "These individual indulgent treats address a gap in the freezer aisle typically dominated by family-style desserts." The move comes as Gü seeks to capitalise on a notable 12% increase in home indulgence over the past three years, as well as a 58% of UK consumers planning to reduce dining-out expenses due to economic pressures, according to industry data. The frozen sundaes, crafted by Gü's master pâtisserie chef, Fred Ponnavoy, will be available in 253 Waitrose stores nationwide, with plans for broader distribution across other major UK retailers later this summer. Priced at £6 for a pack of four ramekins, the frozen range will be offered at an exclusive launch promotion of £4 from 10 June to 2 July 2024. Gü, owned by private equity firm Exponent, has established itself as a premium chilled dessert brand, with £73.3 million in sales and growing over 4.5% year-on-year. “We set out to create a new indulgence experience like never before with our sundaes, overflowing with our signature luxuriously smooth French salted caramel," said Ponnavoy. "As masters of sweet temptations, we've crafted frozen delights that we believe redefine dessert. Our premium ingredients ensure exceptional flavour, whilst innovative textures add an extra layer of delight."

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