Noble buys second desserts company

Noble Foods, the largest supplier of eggs and egg products in the UK, has secured a majority stake in London-based premium chocolate dessert company, Gü Chocolate Puds.

The move follows Noble Foods’ acquisition of Serious Desserts, the South Wales premium desserts business in August 2008, and continues Noble’s stated diversification into value added fresh foods with attractive growth potential.

“Gü Chocolate Puds has revolutionised the chilled dessert sector and is recognized in the foodie world as a premium quality, innovative and thoroughly moreish brand,” Noble chief executive Peter Thornton commented.

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

“This deal will allow us to accelerate our growth, taking the brand to new heights whilst maintaining the pace of innovation,” he commented.