Gü mixes it up with new cocktail-inspired Mixology range
Gü is introducing Mixology, inspired by the UK’s most loved cocktails.
Described as its most “grown-up” range to date, the desserts are layered with playful textures and exciting flavours, with a trace of alcohol in three fun flavours,.
With nine out of 10 consumers ‘wanting more interesting treats than the usual chocolate and ice cream for their Friday night in [Toluna Survey, adults 25-54, March 22], Gü plans to increase awareness of its multi-layered treats as a more indulgent alternative.
49% of shoppers agree that hybrid desserts are appealing.[Mintel, Chilled Desserts Report, March 2021] Gü brings together the world of sweet treats and still growing world of cocktails (£600m market, growing +10% YoY[CGA Mixed Drinks Report Q3 2019]). Boasting bold, colourful packaging in Gü’s usual two-ramekin format for maximum stand-out on shelf, the three SKUs are designed to be eye-catching.
The number one chilled desserts brand in the UK said Mixology is part of an ambitious NPD pipeline for 2023.
Debuting at ASDA nationwide, with more listings lined up in the following weeks, Mixology will bolster Gü’s integral role in leading and growing the chilled desserts category by attracting new consumers with its market-leading flavours.
Over the past two years alone Gü has contributed 25% of branded chilled desserts NPD value. Following the brand’s Limited Edition Gold launch in January, Mixology is the second in a strong pipeline of tasty innovations scheduled for roll-out in 2023. This is complemented by the brand’s biggest ATL investment, which went live on 1st February, its first TV ad to air in five years.
Gü Mixology (RRP £3.95 per 2-ramekin format,) available at ASDA from February 18th
- The Passionfruit Martini, based on the UK’s no.1 cocktail, is an exotic and zesty treat, layered with popping candy, passionfruit and champagne compote, passionfruit curd, vanilla vodka cream, and crunchy biscuit. 89.5g per ramekin.
- The Espresso Martini, inspired by the no.2 cocktail in the UK, is an indulgent pick-me-up, layered with chocolate coffee pearls, coffee liqueur cream, coffee crème and cocoa and coffee biscuit. 84.5g per ramekin.
- The Strawberry Daiquiri, the most appealing flavour for chilled desserts shoppers[8], is made with Jamaican rum and fresh hand-picked strawberries, layered with daiquiri compote, daiquiri cream, strawberry and lime curd and red biscuit. 96g per ramekin.
All packaging is 100% recyclable.
Kate Utting, Gü’s UK marketing controller said 2023 promises to be one of the business’s most ambitious years for product creativity, category growth and impactful consumer marketing.
“The Mixology range diversifies our flavour portfolio, and therefore our audience appeal, and this is only the start of our exciting NPD plans,” Utting said.
