The new brand, an abbreviation of ‘gourmet nosh’, is being positioned as the ‘first, freshest, tastiest premium dips brand in the UK’. It was exclusively stocked in Selfridges for four weeks and is to be launched this month in leading independent stores before launching nationwide.
Palm PR will direct the social media campaign, incorporating recipes, cooking and serving tips, news and food combinations in a bid to create buzz.
Richard Lambale, founder of Smith and Monger, said G’Nosh had ‘a brilliantly delivered brand’. He added that the dips sector was worth an estimated £190m and dominated by supermarket own brands.
G’Nosh was founded by Charlotte Knight, a former banking marketing executive, who is originally from New Zealand.