Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
post

Gutsy GUDGU enjoys thriving market for sugar-free cordials

Amid the economic carnage of COVID-19 in South Africa, one small SA beverage business venture has proven to be nimble and resilient…

Cape Town based GUDGU describes itself as “an innovative South African wellness company that manufactures premium sugar-free cordials and syrups without that awful aftertaste, or compromising on seriously good flavours”.  

It’s name, BTW, stands for ‘Goedheid Uit Die Grond Uit’, an Afrikaans acronym for ‘Goodness from the Earth’.

When level 5 lockdown was announced in early 2020, GUDGU co-founders, Viljoen de Kock and Pieter du Plessis, brainstormed and came up with solutions to drive sales and increase their national footprint.

PR and marketing director, Du Plessis, says “In desperate times, we took action immediately and obtained a permit to trade during lockdown, allocated a company vehicle to safely transport our staff, appointed a new national sales and merchandising company, and launched our sugar-free mini cordial range ahead of schedule.

“The latter stimulated sales as people could buy a couple of minis to taste which flavours they really liked before investing in the bigger 750ml cordials,” he says.

“This pandemic has spurred a new shift and focus on healthier food choices, and we create a great solution in this market segment – yes, you can sip on a great cocktail with ten times less calories!”

GUDGU extensive range of sugared and sugar-free cordials can be used to make a range of cocktails, virgin cocktails and cold drinks – and are suitable for vegans, diabetics and low-carbers.

Its sugar-free sweetening system comprises a xylitol and steviol extract blend.

“Our products are hand-made, the traditional way, packed with flavour, and contain only the best quality ingredients. Products have to have the “WHA!” factor, otherwise we don’t do it,” quips du Plessis.

“Taste never goes out of style – we offer a premium sugar-free product range that tastes fantastic and looks great on any shelf. For retailers, it is important to know that our cordials have a shelf life of over two years.

“We use glass bottles and cork lids for our cordials. This is very important to keep our flavours intact, without any compromise. Our mini options are in BPA-free plastic squeeze bottles that are recyclable,” adds du Plessis.

GUDGU operates out of its base in Melkbosstrand, Cape Town, and is distributed nationally via a wholesale channel.

Du Plessis says, “Our business model allows for a decent markup and gross profit, and we exchange slower-moving flavours for fast-moving flavours in each area – it’s very interesting how local taste preferences differ.

“For example, we sell more Elderflower than Pink Lemonade cordials in the Southern Suburbs of Cape Town, where the opposite happens in the Northern Suburbs.

“Either way, we have them covered and have a no fuss exchange policy. Naturally you have to have an excellent sales and merchandising team to pull this off, which we are very privileged to have.”

GUDGU also does extensive online and social media marketing to promote the brand in each stockists’ area.

“Our target markets are diverse, but as you look at statistics, more than 80% of our consumers are female aged 17-50, mostly concerned mothers that worry about their family’s sugar intake.”

Source: www.gudgu.co.za