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Posh puds brand chills with brownies.

Posh chocolate puds brand Gu is moving into brownies with a chilled product that it claims is a "million miles" away from cheaper ambient versions.

The brownies have a hefty price tag of 3.99 [pounds sterling] (rsp) for eight in a panettone gift-style box, but the fresh eggs, premium ingredients and gooey decadence of the product make it worth it, according to MD James Averdieck.

"If you want a high quality chocolate brownie you have to use fresh ingredients that don't have a long shelf life, so it has to be chilled," he said. "In our research, brownies were the number one product people wanted from us."

The brownies will be launched next month and will be followed in the spring with a new chocolate velvet torte, family-sized chocolate souffles and new fruits and formats for the Fru sister brand.

Gu revealed it had struck a deal with Virgin airlines to show its adverts on flights from June. It is spending 1.2m [pounds sterling] marketing the brand with Virgin, in cinemas, magazines and sampling.
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Title Annotation:brownies
Comment:Posh puds brand chills with brownies.(brownies )
Publication:Grocer
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 14, 2006
Words:176
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