Gü have long been the trailblazers of restaurant quality, indulgent desserts in the UK chilled aisle. Looking to expand their international scope the team wanted to develop their German offer but needed a robust and engaging growth strategy to direct the way.


Using immersive research techniques and qualitative consumer groups, we developed a deep understanding of the German chilled dessert consumer and their purchase habits and drivers. This enabled us to identify a clear opportunity for an adult, premium chilled dessert category within the German market, with Gü at its heart.


Drawing on the insights gained from our research, and extensive market data, we worked closely with the global brand team to develop a robust growth strategy that focussed on growing the brand in conjunction with a premium, adult chilled dessert category. Exciting the trade and consumer alike!

We continue to support the Gü team on developing their Global growth strategy for Europe and the USA.