Case study

Gü has been acquired by Noble Foods

The shareholders of Gü, the luxury desserts maker, have sold the company to Noble Foods. Financial details of this transaction have not been disclosed.

Gü, which was founded in 2003 by James Averdieck, is recognised as one of the fastest-growing food brands in the UK, with a leading position in the premium desserts market. Following its successful expansion into new product categories, such as ambient cakes and chocolates, as well as its growing success overseas, the shareholders approached one of Oaklins' teams in the UK to help identify the right partner to assist in taking the brand to the next stage in its development.

Noble Foods is the UK's largest supplier of eggs and egg products. The Gü management team will remain with the company after the acquisition and will manage the business as a separate entity.

Oaklins Cavendish, based in the UK, advised the seller in this transaction.


What our client said

James Averdieck, founder and shareholder of Gü, commented: "We are delighted with the way in which the team has managed the process. Their knowledge and advice on strategy was invaluable and we would not have achieved this result without their key significant input. They were able to guide us professionally through the minefield of a sale exercise and their advice was robust and well-focused throughout."

Tombstone image for Gü has been acquired by Noble Foods

Key deal contacts

Lord Howard Leigh

United Kingdom


View profile