This post inaugurates a new category for transatlantic brand marketers – brands that should make a transatlantic crossing. These are companies and products that Swelled Head has been exposed to that we believe will make the jump with little or no explanation – or if an explanation or brand translation (a proprietary process at Austin Lawrence Group) is needed, will be worthwhile. The main qualification for a brand that should go transatlantic is that it is unique, will appeal to the consumer/customer on the other side of the pond and has reasonably good marketing and brand mythology already behind it. So, here’s our first one.
Gü puds (puddings) are a UK brand that seems to have a unique claim on the super premium position in the ready-to-serve and heat-and-eat segments of the dessert category. A sister brand, Frü, was recently announced, for fruity desserts. I had my first experience with Gü on Virgin Atlantic’s flight from Heathrow to JFK in early March, and I must say that I am a convert. Beyond puddings, the firm makes fondue, soufflé, brownies and more. What is consistent (at least for Gü brand) is chocolate. Lots of it.
The ingredients list for the pudding I had on Virgin is basically all stuff you have in your kitchen if you cook or bake at all. There is a preservative, potassium sorbate (considered a very mild additive that you’ll find in a lot of places including wine), but everything else that goes into Gü is completely recognizable. And then, there’s the taste. It’s simply divine. And as a confirmed chocoholic, I speak from a position of expertise and experience on the matter.
This isn’t a complicated proposition, and there are good analogs for Gü to consider if it does make the jump to the U.S. Häagen-Dazs invented the super-premium ice cream category in 1961 and achieved incredible success – and near-icon status in the U.S. As I write, I don’t think anyone is packaging super-premium puddings in the U.S., certainly not with any significant market penetration. What we have are Jello and Hunt's puddings in our refrigerated case and traditional mixes in the baking aisle; they are just nothing to write home (or a blog) about. Gü, on the other hand, could be gigantic. Once it achieves some traction here with its puddings, it’s off to the races with the rest of the product line. Swelled Head says, "give us our Gü!"
Want to know more? Visit Gü at www.gupuds.com.
