Posh chocolate puds brand Gü is moving into brownies with a chilled product that it claims is a “million miles” away from cheaper ambient versions.
The brownies have a hefty price tag of £3.99 (rsp) for eight in a panettone gift-style box, but the fresh eggs, premium ingredients and gooey decadence of the product make it worth it, according to MD James
“If you want a high quality chocolate brownie you have to use fresh ingredients that don’t have a long shelf life, so it has to be chilled,” he said. “In our research, brownies were the number one product people wanted from us.”
The brownies will be launched next month and will be followed in the spring with a new chocolate velvet torte, family-sized chocolate soufflés and new fruits and formats for the Frü sister brand.
Gü revealed it had struck a deal with Virgin airlines to show its adverts on flights from June. It is spending £1.2m marketing the brand with Virgin, in cinemas, magazines and sampling.

Allied Bakeries is revamping its Burgen bread range with new packaging and the launch of a Wholegrain & Cranberry loaf (rsp: £1.22) this month. The relaunch is being backed by a £1.2m marketing campaign, fronted by celebrity chef Antony Worrall Thompson.
PepsiCo is investing in its mini-crispbread brand, Quaker Snacks, with a new flavour and packaging. Sun-dried tomato & basil is being added to the range this month, replacing salt & cracked black pepper. The brand will be supported by a £2.5m media spend in 2006, including sampling and press.
Cadbury Trebor Bassett has signed a deal to continue to sponsor Coronation Street until the end of 2007.
Lynx is using celebrity endorsement for the first time in its 21-year history to support its new fragrance, Click. Hollywood star Ben Affleck will feature in a £7m campaign, with TV and cinema ads breaking next month.
The Aquafresh Extreme Clean range will be pushed in a TV campaign breaking on Monday (January 16). The new year campaign equates to a £800,000 spend, part of a predicted annual spend of more than £5m for the brand.
Burgen revamp
Snack investment
Sponsorship Deal
Fragrant stardom
Aquafresh push