Desserts brand Gü is introducing a new line of frozen sundaes that will be available exclusively in Waitrose from 9 June.
Expanding beyond its established chilled offering, the new frozen range includes three variants: Double Salted Caramel & Mascarpone Sundae, Caramel, Chocolate, & Hazelnut Sundae, and Clotted Cream & Chocolate Crunch Sundae.
Gü noted that its entry into the frozen dessert category was driven by a 12% increase in home indulgence over the past three years, reflecting a shift towards premium in-home experiences (Attest 2024). Furthermore, 58% of UK consumers are planning to reduce their dining-out expenses due to ongoing economic pressure, which has heightened the demand for luxurious home-based treats (KPMG 2024).
Emma Heeney, Senior Innovation Manager at Gü, said: “Gü is thrilled to introduce the new frozen sundae range, which opens up exciting opportunities for innovation. These individual indulgent treats address a gap in the freezer aisle typically dominated by family-style desserts.”
The frozen range will initially be available in 253 Waitrose stores, with plans for broader distribution across other major UK retailers in late summer. Each variant has an RSP of £6 for a pack of four ramekins, with a promotional launch price of £4 (10 June – 2 July).
Charlotte Brown, Senior Brand Manager at Gü, commented: “Launching exclusively with Waitrose this June allows us to debut our frozen treats in a setting that is known for its discerning shoppers and emphasis on quality. This partnership will pave the way for broader distribution later this year, perfectly aligning with our strategic goals to create more at-home indulgent moments with Gü.”
