Our Story
The GUDGU Journey
From a tiny Pretoria apartment to 800+ stores nationwide – built on resilience, bold flavour, and health-minded choices
Available in 800+ shops nationwide
It Started With a Setback… and a Decision
When Viljoen lost his corporate job, he started making concentrates to keep the lights on. The first products were sugary and unnamed, and the start was tough.
Then one meeting changed everything.
Milestones in the GUDGU Story
From early market days to national retail shelves, these are the moments that shaped GUDGU into a trusted alcohol-free concentrates brand with sugar-free options.
Early Days
Started small – with big belief
It started in a Pretoria apartment with hand-made concentrates, long nights, and a simple goal: make something people would genuinely enjoy. We took it to markets, poured samples, listened closely, and grew the old-school way – one customer at a time.
4 October 2014
The day GUDGU became real
On 4 October 2014, Viljoen met Pieter du Plessis – and something clicked. The product had potential, but it needed a name, a voice, and a heart. That’s where GUDGU (“Goedheid uit die grond uit”) was born – goodness from the earth, made for real life.
The Turning Point
A customer changed our direction
One customer asked a question we couldn’t ignore: “Can you make this sugar-free?” It wasn’t a trend – it was someone’s real life. That moment pushed us to rethink everything… and it became the start of a brand that could help people enjoy flavour without sugar-heavy choices.
The Breakthrough
“Sug0” – flavour-first, sugar-free
We kept testing, tasting, and refining until we got it right. “Sug0” wasn’t about being perfect – it was about giving people a better option that still tastes amazing. Big flavour. Lighter choice. No fuss.
First Retail Proof
Our first stockist: Irene Farm Stall
Getting into our first stockist felt like a proper milestone. It meant GUDGU could live beyond the markets – on real shelves, in real baskets, becoming part of people’s routines.
Scaling Up
From Pretoria to Cape Town
As demand grew, we made the big move from Pretoria to Cape Town. It was a new chapter – more structure, more capacity, and more responsibility. The goal stayed the same: quality, consistency, and flavour people trust.
2020 – COVID
We adapted – and kept going
Like many small businesses, COVID forced quick decisions. We adjusted, stayed close to our customers, and made changes that helped us survive. Not glamorous , just grit, teamwork, and a commitment to keep delivering.
A Major Win
Engen Pitch & Polish – R1 million boost
Winning Engen Pitch & Polish wasn’t just about the money – it was validation. A sign that what we’d built mattered. It helped us strengthen the business and push the brand forward with confidence.
Trust & Standards
ISO 22000 – food safety certification
Food safety isn’t optional – it’s a responsibility. Achieving ISO 22000 gave us a stronger foundation and added reassurance for customers and retailers who want products they can trust.
National Retail Growth
From independents to national programmes
The brand started showing up in more places – supported through major retail programmes like Checkers SMME and Food Lover’s Market. Step by step, shelf by shelf, GUDGU kept growing.
Today
Now stocked in 800+ stores
From an apartment kitchen to shelves across Southern Africa – GUDGU is now stocked in 800+ stores. We’re still hands-on. Still flavour-first. Still proudly South African. And we’re just getting started.
Meet the Founders
PIETER DU PLESSIS
Co-Founder & director
VILJOEN DE KOCK
Co-Founder & director
AWARD WINNING PRODUCT
We Won Awards
GUDGU has been hitting headlines and for good reason.
Pitch & Polish Winner
Winners of Nedbank, Engen and Raizcorp Pitch and Polish Competition in 2021.
Best of Ekurhuleni Winner
We got this award, thanks to you – our loyal customers!
SEFA Winners of the Western Cape
With hard work, dedication and support from our customers we won this award!
MEANING OF GUDGU
Local Pride & Authenticity
The name “GUDGU” itself is a celebration of South African roots. The brand remains proudly local and passionate about growing South African entrepreneurship.
“Goedheid Uit Die Grond Uit” (Goodness From The Earth) is more than a name, it’s our philosophy.
“Goedheid Uit Die Grond Uit” (Goodness From The Earth) is more than a name, it’s our philosophy.
WE ARE THE TALK OF THE TOWN
GUDGU has been featured, a lot
As seen in magazines, on radio and tv shows.
Ready to try GUDGU?
We are absolutely obsessed with GUDGU! Every flavor and taste is crafted with so much love and attention to detail. With the added benefit of being sugar free with zero after taste, GUDGU is our go-to for mixing up fancy cocktails for our guests, or simply spoiling ourselves with a yummy drink on a night in. 100% would definitely recommend!
Marike du Plessis
Verified GUDGU client
Proudly Partnered
We’re proud to be partnered with Food Lover’s Market through their Seeds of Change programme.
Through Seeds of Change, we get support like mentorship, practical tools, and access to market opportunities that help us scale. And as we grow, we’re able to create more impact too, from jobs, to stronger local supply chains, to being part of a healthier, more sustainable South Africa.
Through Seeds of Change, we get support like mentorship, practical tools, and access to market opportunities that help us scale. And as we grow, we’re able to create more impact too, from jobs, to stronger local supply chains, to being part of a healthier, more sustainable South Africa.
