Our Journey

In the history of entrepreneurial ventures, the story of GUDGU stands as a testament to perseverance, innovation, and an unwavering commitment to a healthy lifestyle. It all began when Viljoen de Kock found himself without a corporate job. With bills piling up, he decided to start making concentrates in hopes of earning an income while searching for employment. However, his initial venture into concentrates—nameless and filled with sugar—proved to be a bitter start.

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Everything changed unexpectedly on October 4, 2014, when Viljoen met Pieter du Plessis, a marketing and communications expert. They immediately connected, and Pieter recognised the potential in the concentrates. He gave the product a new identity, encapsulated in the acronym GUDGU, which stands for "Goedheid Uit Die Grond Uit"(Goodness from the Earth).

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Together, they embarked on their journey, starting at informal markets where they crafted drinks using their concentrates to introduce and sell their products. The response was overwhelmingly positive—people not only loved the concentrates but also embraced the brand. Word-of-mouth turned curious customers into loyal supporters, and GUDGU's popularity began to grow.

 

A Game-Changing Moment

The turning point came when a diabetic customer expressed his admiration for the product but asked whether they could develop a sugar-free option. This feedback sparked a wave of innovation. GUDGU embarked on a mission, taking six months to develop a healthy sugar alternative with zero aftertaste, called "Sug0"—representing zero sugar, zero aftertaste.

As demand grew, so did the business. Retailers noticed the success of GUDGU at markets and started placing orders. Irene Farm Stall and three other stores were the first to stock GUDGU products, paving the way for further expansion.

 

Challenges & Growth

With growth came new challenges. Relocating the factory from Pretoria to Cape Town was a significant step but essential for scaling production.

Winning the Engen Pitch & Polish competition provided a major financial boost, enabling GUDGU to upgrade its factory. Investments were made in manufacturing equipment and a laboratory, ensuring quality production. This also led to a major milestone—achieving ISO 22000 food safety certification, a crucial requirement for supplying major retailers.

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GUDGU continued to innovate and expand its manufacturing capacity. Entering the Checkers SMME Program and the Food Lovers Seeds of Change Program propelled the brand to new heights, securing retail space in major supermarkets.

 

Where We Are Today

• GUDGU products are now available in nearly 800 stores across South Africa, including Checkers, Food Lovers Market, Spar, farm stalls, gift shops, pharmacies, and more.

• A brand refresh and packaging redesign have given GUDGU a modern, professional look, increasing its visibility in retail.

• The product portfolio continues to grow, with the introduction of Unicorn & Galaxy Glitter Syrups and Keto Krunchies, catering to health-conscious consumers who refuse to compromise on taste.

 

The Future of GUDGU

Our journey proves how passion, innovation, and perseverance can transform a small idea into a thriving business. With a growing market and a vision to make sugar-free living accessible to more people, we know this is only the beginning.

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From setbacks to triumphs—GUDGU is not just a product, it's a movement!