Noble Foods Acquires Majority Stake in Gü Chocolate Puds

Gü Chocolate Puds has revolutionized the chilled dessert sector and is recognized in the foodie world as a premium quality, innovative and thoroughly moreish brand.

26 Jan 2010 --- Noble Foods, the largest supplier of eggs and egg products in the UK, has announced it has completed the acquisition of a majority stake in London-based premium chocolate dessert company, Gü Chocolate Puds. This move follows the acquisition by Noble Foods of Serious Desserts, the South Wales-based premium desserts business in August 2008.

Founder and Managing Director of Gü, James Averdieck, will maintain a stake in the business and continue to manage it within the Noble Foods group.

On the announcement, Peter Thornton, Chief Executive of Noble Foods said: "We are all delighted to have completed this acquisition, which is consistent with our stated strategy of diversifying into value added fresh food categories with attractive growth potential. Gü Chocolate Puds has revolutionized the chilled dessert sector and is recognized in the foodie world as a premium quality, innovative and thoroughly moreish brand.  I am very much looking forward to working closely with James Averdieck and his team to continue to extend and grow the Gü brand".

James said: "This is a very exciting move for us.  Gü continues to trade well and this deal will allow us to accelerate our growth, taking the brand to new heights whilst maintaining the pace of innovation.  There are a number of striking parallels between Gü and Noble Foods which makes them the perfect strategic partner."