The brand, which the company says has already achieved annual sales of £5m, has drawn up a hit list of targets for its new goal, including soft drinks, frozen and even canapés.
Talks with manufacturing partners are underway and any new products will benefit from an upcoming magazine advertising campaign featuring a new ‘It’s got to be Gü’ strapline.
Former Uniq man James Averdieck, who founded the Gü brand in a joint initiative with Rensow Patisserie last year, said: “I genuinely believe we can take the brand into new areas.
“I don’t think we can go into block chocolate but there is certainly plenty of scope in frozen, ambient and chilled. We are already looking at things like drinks, sauces and canapés.”
Now Averdieck plans to use the brand’s growing army of loyal consumers to help them build the brand’s vision and supply the products that shoppers say they want.
An on-pack ‘Gü-ology’ push will break this autumn, aimed at opening up a dialogue between consumers and the brand. Prizes include holidays, with packs directing shoppers to the brand’s dedicated website to take part.
Meanwhile, Averdieck is continuing his programme of adding to the brand’s core puddings portfolio with a new Chocolate Orange & Almond Torte (pictured - rsp: £4.99), which is initially exclusive to Sainsbury and is aimed at families and dinner parties. A twin-pack of Fluffy Double Choc Mousses (£2.49) is also rolling out to Sainsbury and Waitrose.
Averdieck added: “We are going to keep renewing the range, rather than just adding new SKUs to it all the time.”