Luxury dessert maker Gü are launching a new plant based version of their famous Zillionaire cheesecake, the Plant Zillionaire.
The moves come at the same time as Gü announced a £4.5m rebrand with the objective of increasing their retail value from £70m to £90m by the end of October 2023, through what they describe as “impressive investment in brand, people and innovations”.
“While other brands were making drastic cuts, Gü was undertaking its most ambitious growth journey to date” - Gü CMO Anthony Wells.
Gü was recently acquired in 2021 by PE firm Exponent, which also invested in other big FMCG brands like Quorn and Meadow Foods.
The Plant Zillionaire by Gü is just one of four new innovations the brand is to deliver to its consumers, which includes the Inspirations Brookie, Inspirations Salted Caramel Cookies & Cream and Salted Caramel Melting Middle.
The Brookie has so far been the big winner amongst the four, gaining around 50 million views on TikTok with the hashtag #Brookie.
“We have our sights set on doubling the size of the business over the next three years and are equipped with the investment, plan and talent to deliver…
Through the new premium brand positioning and delicious innovation, Gü will be an exciting destination for customers wanting a more indulgent treat to enjoy on the sofa.” - Gü CMO Anthony Wells.