Pudding brand Gü has made its first foray into chocolate spreads with the launch of its three-strong range into Waitrose last month.

Available online and in store, the range comprises Chocolate & Salted Caramel, Hazelnut & Chocolate and Hazelnut & Chocolate Crunchy variants, with the latter featuring a top layer of roasted hazelnut pieces. Currently exclusive to Waitrose, the new range is set to hit Tesco shelves in August and will roll out nationwide in the coming months. 

Each SKU costs £2.50 per 200g jar - 90p more than the category’s flagship brand Nutella. Per 100g, the range ranks as the third most expensive chocolate spreads available at Waitrose (£1.25) after Meridian Cocoa & Hazelnut butter (£1.55 per 100g) and Mr Organic Vegan Chocolate Spread (£1.31 per 100g).

Similarly to the Meridian and Mr Organic SKUs, Gü states on pack that each spread contains no added palm oil. Gü’s global marketing manager Hannah Kehoe said the range would drive growth for the chocolate spread sector with its premium trade-up proposition. ”We know consumers are looking for ways to upgrade their simple treats and a generous dollop of our new spreads is just perfect for this.”

Shoppers have proved willing to spend extra on their spreads over the past year, with more than 4% value and volume growth in the sector despite substantial average price increases of 4.4% (19p/kg) [Kantar Worldpanel 52 w/e 8 October 2017].