Gü has launched its first sub-brand: Heavenly Hot Puds, as part of a strategy to broaden its range and simplify the dessert fixture.

The hot pudding range will bring the brand’s existing top sellers: Chocolate Soufflé; and Chocolate Molten Middle, under one sub-brand name alongside two new additions: Belgian Chocolate Brownie; and Sticky Toffee Pudding (rrp £3.30 per twin pack).

Stuart Agnew, marketing director at Gü, commented: “Establishing a credible, new brand as part of the Gü portfolio is not only central to our ambitious growth strategy but we also believe it will improve navigations of the aisle.

“People have told us that looking for a hot or cold dessert can sometimes become quite tricky and Heavenly Hot Puds will help to create a clear differentiation between our hot and cold puddings.”

“Chocolate brownies and sticky toffee puddings are firm consumer favourites in terms of restaurant desserts and there is massive headroom to grow sales for the at-home occasion. Research shows that hot puddings have gained particular popularity in two key after dinner dessert moments – time with the family and meals with a partner,” concluded Agnew.

The launch will be supported by an out of home and media campaign focusing on Gü’s hot dessert portfolio. The Heavenly Hot Puds quartet will be made available to grocery retailers from 2 September and convenience stores at a later date.