Gü

The deal

The teams

The story

A leading premium chilled dessert brand in the UK, Europe & US, with an expanding range of indulgent, multi-layered treats across key segments including cheesecakes, mousse, hot and "free from’’.

We were attracted to Gü due to its leading position in a growing category, its premium brand with strong customer loyalty and its significant international growth potential. The investment builds on our strong track in the Food and FMCG sector.

Since its launch in 2004, the brand has led the establishment and growth of the premium chilled dessert category in its home UK market, with a small but growing presence in France and Germany.

Having closely followed the company for over a decade, Exponent acquired Gü in June 2021 in a corporate carve-out from Noble Foods, a UK own brand egg group. The company is headquartered in London and is led by CEO Emma Vass and Chair Neil Campbell, who bring a wealth of experience in building food brands.