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Client Spotlight: James Averdieck – Founder of Gü

Over the past few years there has been an emergence of luxury treats, and dessert brand Gü is one of the successes, with one of their products eaten somewhere in the world every two seconds. Founded by James Averdieck back in 2003 after he fell in love with the patisseries and chocolates while working in Belgium, he sold the company to Noble Foods in 2010 to begin his next adventure.

James’ latest business has seen him move away from the indulgent treats and to the growing health market by acquiring a controlling stake in coconut-based desserts brand Bessant & Drury, a company he first encountered through his brand consultancy business.

Like many people in the world, James’ daughter has a dairy intolerance and the only readily available alternative is soya milk, so to be able to bring a little happiness back into the lives of those who have had to sacrifice ice cream seemed like a great opportunity. There are now over 13.7 million people affected by dairy products, so he would definitely be bringing a smile to more than just his daughter’s face!

With its highly nutritious and functional food status, coconut provides many health benefits beyond its nutritional content, which includes being cholesterol-free, increasing metabolism, and improving calcium and magnesium absorption. It is also a good source of fibre and has the added benefit of the fat from coconut being burned by the body rather than stored as body fat. This in addition to the creamy traditional texture makes it an exciting entrant to the ice-cream market, with Waitrose and Tesco being among the first to stock it.

Keystone’s Food and Beverage team have been working with many exciting new brands and were delighted to be able to work with James and now Bessant and Drury in growing their business.

As an entrepreneurial firm Keystone uniquely understands the needs of entrepreneurs. They managed my acquisition very professionally and are a pleasure to deal with.

James Averdieck, Founder of Gü

This article is for general information purposes only and does not constitute legal or professional advice. It should not be used as a substitute for legal advice relating to your particular circumstances. Please note that the law may have changed since the date of this article.

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