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Chilled dessert brand Gü to expand its Bishop's Stortford factory after being bought from Noble Foods by Exponent

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Gü, the producer of indulgent puddings, has been bought and is set to expand its Bishop's Stortford operation in order to become a truly global brand.

The UK's market leader in chilled desserts has gone from strength to strength since relocating its manufacturing plant from Walthamstow to Stortford in October 2017.

From its £28m, 125,000 sq ft facility in Dunmow Road, Gü has grown thanks to its product innovation and expansion of its cheesecake, mousse and hot pud ranges as well as the development of new ranges such as free-from.

Now it is being bought from Noble Foods by Exponent.

Noble Foods, which acquired the brand in 2010, last year drove up retail sales 25% year on year in the chilled desserts category to over £69 million – the second year in a row it has achieved double-digit growth. It also has a growing presence in France and Germany.

"Noble Foods has been a great custodian of the brand over the last 10 years and we're extremely grateful for their support in helping us grow the business," said Gü managing director Pete Utting.

The Gü factory in Dunmow Road, Bishop's Stortford. Pic: Vikki Lince. (47412888)
The Gü factory in Dunmow Road, Bishop's Stortford. Pic: Vikki Lince. (47412888)

"We're excited to be partnering with Exponent on the next stage of Gü's growth journey. The team has a deep understanding of the food and drink sector and a strong track record in adding value to well-known brands such as Loch Lomond Whisky, Vibrant Foods and Eat Real and Proper.

"Most notably it returned Quorn to growth and expanded its presence internationally during its ownership of the company from 2011 to 2016.

"Exponent has already committed to a significant investment to further increase capacity at our UK site which will enable us to meet our future demand from the UK, Europe and the US."

The sale, for an undisclosed figure, is expected to be concluded this month.

Simon Davidson, senior partner at Exponent, said: "We've followed the business for over a decade, having recognised its exceptional brand, great products and strong growth potential. We look forward to supporting Pete and the team as they deliver its next phase of growth.

"Building on its success in the UK, we believe Gü has enormous international potential with the opportunity to create a truly global, premium indulgence brand."

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