Over-Egging The Pudding

Local dessert-maker is sold for millions

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Luxury chocolate pudding maker Gü has sold a majority stake in the company for a reported £35m.

The company, which is based behind the West 12 Centre in Shepherd's Bush and employs 25 people, has been sold to the UK's largest supplier of eggs and egg products, Noble Foods.

Gü founder and managing director, James Averdieck, will maintain a minority stake in the business and continue to manage it within the Noble Foods group.

Averdieck started the chocolate dessert business with £100,000 in 2003. He is reported to have received a £10m windfall in the deal with Noble.

Following the sale he said: “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."

The company describes itself as being "all about chocolate extremism with a dollop of fun and the chocolate experience doesn’t get more extreme than our Puds".

The deal with Noble follows speculation last summer that Mars and Nestle were among the companies interested in Gü, which was put up for sale by its founders.

Peter Thornton, chief executive of Noble Foods said: “Gü Chocolate Puds has revolutionised the chilled dessert sector and is recognised in the foodie world as a premium quality, innovative and thoroughly moreish brand."

28 January 2010