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OUR VIEW 1 CATALYST 1 SUMMARY 1 ANALYSIS 2 Gü incorporates two main brands which align with differing consumer needs 2 Brand identity is an important way of conveying a premium positioning 2 The Gü brand capitalizes on the indulgence trend 2 Gü conjures up images of high quality through its distinct European-sounding name 2 The brand taps into a trend for artisanal products 3 The Frü brand is aimed at health conscious consumers 3 Time pressures are contributing to more frequent on-the-go consumption 4 The desire for healthy eating is manifesting in consumers snacking habits 4 Gü recognize that consumers seek comfort through snacks 5 Gü Chocolate Puds actively encourages consumer input on the brand 5 The companys website offers a number of ways that consumers can get involved with the brand 5 Güs website encourages consumers to send in pictures of how they have re-used their ramekins 6 The company runs country-wide summer sampling sessions 6 The company received significant coverage through a deal with Virgin Atlantic in 2006 6 Gü Chocolate Puds has recently expanded significantly 6 The brand has moved into the frozen aisle 6 The brand is now sold in a variety of high and low end grocery stores 6 Overseas expansion offers further opportunities for growth 7 APPEN DIX 8 Case study series 8 Methodology 8 Secondary sources 8 Further reading 8 Ask the analyst 8 Our consulting 8 Disclaimer 9 List of Figures Figure 1: Gü uses a play on words in its marketing to highlight the fact that the brand doesnt take itself too seriously 3 Figure 2: Gü Chocolate Puds product portfolio has both indulgent and healthy offerings 4 Figure 3: Snacking patterns in the UK are evolving 5