The mastermind who built a tasty brand from scratch

Jun 17 2008 by Alex Turner, Liverpool Daily Post

LOTS of entrepreneurs have a great idea but, when it comes to making a business – much less, a profitable business – out of their concept, it all turns into a hot, sticky mess.

But James Averdieck has created a product range which enables the consumer to be the one to create the mess.

He is the co-founder and managing director of Gü Chocolate Puds, a chilled desserts maker unashamedly focused on the quality.

Mr Averdieck, who speaks tomorrow, saw an opportunity to combine a high-quality fresh product with efficient UK supermarket distribution, and set about creating a brand from scratch.

Five years on, Gü claims to be the fastest-growing food company in the UK, and is credited with revolutionising the quality of desserts. It has also become the first UK company selling souffles to the French.

Mr Averdieck will share his story of creating a brand from scratch at the LDP Business HUB. He will explain how guerrilla marketing helped Gü beat the system, take on entrenched competition, grab shelf space and triple sales volumes in the three years to 2008.

JAMES AVERDIECK is speaking at 11am tomorrow in the Presentation Theatre, and then joining the Live Debate with CityTalk, in the Debate Zone, at 12.30pm.