Gü – masters of the indulgently layered desserts delivers a new way to enjoy the ultimate Friday night treat, with the launch of their latest luxurious innovation, the Gü Frozen Sundae range.

The iconic brand’s entry into the frozen dessert category is driven by a notable increase in home indulgence over the past three years, reflecting a shift towards premium in-home experiences. Furthermore, UK consumers are planning to reduce their dining-out expenses due to ongoing economic pressure, which has heightened the demand for luxurious home-based treats.

Expanding beyond its established chilled offering, the new frozen range includes three variants: Double Salted Caramel & Mascarpone Sundae, Caramel, Chocolate, & Hazelnut Sundae, and Clotted Cream & Chocolate Crunch Sundae.

As part of a wider portfolio overhaul, Boundless Brand Design delivered a new sphere of premium pleasure, with an out of this world sensorial packaging design for the latest range.

The brief was to design packs that stood out in the frozen aisle, whilst retaining and heroing Gü’s iconic brand colour – black, famed ramekin and indulgent spoonful of layered dessert.

The new designs mark an extension of Gü’s higher indulgence tier, delivering mouthwatering layers of smooth caramel, creamy flavours and crunchy ingredients perfectly captured in a smooth milky way inspired swirl. Flavours are perfectly blended with blue hues that hint to the new icy offering, transporting shoppers through a continuum of tasty layers that melt in your mouth.
New photography captures an all-new icy ramekin, and perfectly layered spoonful of the premium pleasure.

Hamish Shand, Founder and Executive Creative Director of Boundless says “It’s a pleasure to help Gü continue to innovate, and to see the brand show up in new supermarket aisles. The design takes consumers to an out-of-this-world indulgent experience, delivering something special for a new frozen treat”.

The new Gü Frozen Sundae range is available in Waitrose – go indulge!