Premium puds brand Gü is marking its 10th birthday with an on-pack promotion and the launch of a new line.

From this week, the brand is rolling out New Gü York Cheesecake (rsp: £3.59), an extension to its 15-strong range of ramekin puds currently worth around £27m. The launch is a nod to the brand’s recent debut in the US.

Gü has also launched an on-pack promo giving consumers the chance to design a pud and “win a portion of the profits”.