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James Averdieck

James Averdieck, the visionary founder and former Managing Director of Gü Chocolate Puds, transformed the dessert industry with his relentless determination and innovative approach, leading to global success. James spotted a unique opportunity in an overcrowded market, and under his leadership, Gü Chocolate Puds secured coveted supermarket shelf space, becoming a £30 million business and one of the fastest-growing food companies in the UK.


About James Averdieck

Gü revolutionised the dessert industry, with a Gü pud now enjoyed somewhere in the world every 2 seconds. The brand has established offices in London and Paris and distributes its delectable products in the UK, France, Germany, Australia, New Zealand, Ireland, and Belgium.

James’s career began in strategy consultancy across Europe, the US, and the Middle East. He then honed his sales skills at Safeway and St Ivel, where he developed a passion for desserts while running their own label business. His time in Brussels, immersed in Belgian gastronomy, inspired him to blend high-quality chocolate patisserie with efficient supermarket distribution.

Returning to London, James pursued his chocolate dream, partnering with a specialist supplier of handmade patisserie to launch Gü in 2003. The brand’s mission was clear: use superior raw materials to create uncompromisingly good products. Gü stood out with its luxurious packaging, innovative marketing, and strategic use of PR and online tools, often giving away products to build consumer loyalty, setting it apart from competitors who relied on conventional marketing strategies.

James’s dedication to producing high-quality desserts and his innovative approach to branding have made Gü synonymous with chocolate excellence, evoking nostalgic memories and the magical aroma of baking with chocolate. From its successful launch in Sainsbury’s and Waitrose, Gü has become a beloved brand worldwide.

Today, James Averdieck is recognized for realising his dream of selling soufflés to the French and chocolate to the Belgians, proving that with passion and innovation, even the most ambitious dreams can be achieved.

To book Keynote Speaker James Averdieck, contact The Speakers Agency on +44(0)1332 810481 or email

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"That was fantastic! We had great incoming this morning, with lots genuinely jazzed up by your optimism and can do approach in the face of entrepreneurial challenge. Great for morale. Thank you very much."

Jeremy Evans - Redburn

"James is an outstanding speaker. He educated and entertained the audience and the event was a huge success."

Chris Blackhurst - Evening Standard

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