Gü has launched its Mixology range with new desserts inspired by the UK’s most popular cocktails.
The number one chilled desserts brand in the UK revealed that the new selection will come in three flavours – Passionfruit Martini, Strawberry Daiquiri, and Espresso Martini.
Debuting in Asda nationwide and continuing its growth ambition to invigorate the chilled dessert category, Gü aims to onboard more consumers to the sector this year with new and exclusive product releases within its Mixology range.
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With nine out of 10 consumers wanting more interesting treats than the usual chocolate and ice cream for their Friday night in, Gü plans to tap into the UK’s growing cocktail market – currently worth £600 million and growing +10% year-on-year.
Over the past two years alone, Gü has contributed 25% to the market value of branded chilled desserts in the UK. This is also bolstered by the fact that their ramekin dishes are 100% re-usable and recyclable.
According to research by the dessert manufacturing company, 49% of shoppers agree that hybrid desserts are appealing and are more likely to purchase and consume them on the weekends.
With bold packaging in Gü’s usual two-ramekin format for maximum stand-out on shelf, the three new multi-layered dessert flavours are marketed as being more of an ‘indulgent alternative’.
The cocktail-inspired Gü Mixology range will be available in big 4 grocer Asda stores nationwide from 18 February (RRP of £3.95 per 2-ramekin format).
“2023 promises to be one of our most ambitious years for product creativity, category growth and impactful consumer marketing,” Gü’s UK marketing controller, Kate Utting said.
She added: “The Mixology range diversifies our flavour portfolio, and therefore our audience appeal, and this is only the start of our exciting NPD plans.”
It comes as Gü invested £4.5m on a rebrand last summer in an effort to double its global business by 2025.
