James Averdieck got the inspiration for Gü when he was working in Brussels and saw housewives buying restaurant-quality desserts from patisseries. Targeting young middle-class urbanites, Gü’s first product was an oven-ready chocolate soufflé in a glass ramekin, made by Rensow Patisserie, which helped to found the business. Gü now sells 25 products through supermarkets such as Waitrose, Sainsbury’s, Tesco and Carrefour, and its more recent Frü fruity range accounts for a third of sales. The faux European name evoking gooey puddings and the distinctive packaging have helped to promote the brand. Sales grew 87% a year from an annualised £1.7m in 2004 to £11.3m in 2007.