The Telegraph has an interesting article on the success of the Gü chocolate cake in the UK. It seems that everything was managed at a brand level to get consumers, and more importantly, retailers buying.
Jane Hills, dairy buyer at Waitrose, says that Gü has a rare troika of quality, strong product development skills and distinctive packaging. “They identified a real gap in the market. You rarely see all three things working together,” she says.
Most impressive is the speed at which the company introduces new products, says Hills. Last year Gü released 12 new ranges, some of which hit the shelves just two months after the idea was conceived. Such speed at large food groups such as Unilever would be unheard of.
[James Averdieck, the founder of Gü] says supermarkets are tough but fair in their negotiations. “Everybody’s going to fight their corner. We don’t get treated softly but because we innovate, supermarkets are responsive to our ideas,” he says.
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