Dessert brand Gü has announced a complete global redesign, unveiling a bold new brand platform as well as updated packaging.
With 2026 marking 23 years of Gü in the UK, the brand says it has contributed over £230m to be chilled desserts category in the last three years alone, consistently adding value to the premium chilled desserts category - which it was influential in establishing upon its launch in 2003.
The rebrand marks a significant step in Gü’s next phase of growth and comes after a desire to ensure consistency and a visually impactful shelf presence worldwide.
Redesigned packs are on shelves in the UK now, with global rollout from April onwards.
The new brand platform, When You’re Done Being Good, Be Gü, has been crafted to help “relieve consumers of the guilt and pressure that comes with indulgence, and a society where people are made to question their every choice,” the brand said.
Head of marketing, Stefanie Jahn-Hustler, said: “The world of indulgence has well and truly exploded. Alongside desserts you have ice cream, baked goods, confectionery and so much more, with shoppers spoilt for choice. While consumers love and recognise the Gü brand and our products remain truly special, over time we’ve been told the branding has lost some pizazz.
“With this, and an exciting chapter ahead for us in terms of global growth, now feels like the perfect time for a refresh to ensure we stand out amongst the noise.”
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