Gü and its sister fruit-based pudding brand, Frü, have given a fillip to the chilled desert category, introducing their upmarket credentials into the sector.
The chocolate specialist is launching its first range of cookies in Asda this week, and will roll out in Tesco stores one month later, priced at £1.09 for a pack of two.
The range will compete against own-label offerings and brands such as Smarties and, as a point of difference to some of its rivals, will be freshly baked in Asda stores every morning.
In January this year, it was announced that Gü executives had sold a majority stake to Noble Foods, the egg producer.
Gü chocolate pudding founder and managing director James Averdieck continues to manage the group.
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