Head Office, Warrant Group Ltd
Warrant House, 157 Regent Road
Liverpool L5 9TF




+44 (0)151 955 0600

From Spark Up to Gulfood at the Dubai World Trade Centre

From Spark Up to Gulfood at the Dubai World Trade Centre. When Warrant Group met the entrepreneur behind dairy and gluten-free dessert range, Pudology, discussions about taking the products overseas were soon underway.

Pudology was launched by Lucy Wager in 2012 after her own personal experience with food intolerance.

With a desire to boost her growing UK customer base, Lucy joined the Liverpool & Sefton Chambers of Commerce's Spark Up programme in 2015 - a business accelerator designed to inspire, engage and encourage an entrepreneurial mind-set. Warrant Group was among a number of businesses providing mentoring support at the Spark Up programme and since then it has helped Lucy understand more about what it takes to trade overseas. Fast-forward 18 months and Lucy joined a UK trade mission to Gulfood - a leading food and hospitality event at the Dubai World Trade Centre.


Key Facts: Pudology

  • Pudology is launched by Lucy Wager, a former supermarket product developer, at The Allergy & Free From Show London 2012.
  • Pudology becomes available in Selfridges, Ocado, wholesaler Marigold, Waitrose, and Holland & Barratt.
  • In 2015 Lucy Wager joins the Spark Up business accelerator programme organised by the Liverpool & Sefton Chambers of Commerce.
  • Pudology goes overseas for the first time and retails in Ireland in 2016.
  • With support and encouragement from Warrant Group

Pudology at Gulfoods

With a strong belief that no one should miss out on indulgent desserts, Pudology was created by Lucy after she was diagnosed with a dairy and egg intolerance. Lucy is committed to changing perceptions about 'free-from foods' for everyone to enjoy.

The dairy and gluten free desserts are available in four flavours - Banoffee Pud, Chocolate Pud, Millionaires' Pud and Chocolate Orange Pud. There's also Mango & Passion Fruit, Coconut Yoghurt and a Natural Yoghurt. They are all Kosher Certified and suitable for Halal and vegan diets.

The Pudology range is currently available in supermarkets, health food chains and independent health food shops in the UK. In 2016, Lucy dipped her toe into the export market for the first time using a distributor in Ireland, and now with her experience at Gulfoods, is pursuing opportunities to take her products into the Middle East with the first products launching into Lulu's supermarkets this month during their Best of British campaign.

Here she explains what motivated her to attend Gulfood.

"David from Warrant Group first opened my eyes to the opportunities of exporting by explaining that the puddings could be frozen and shipped over seas.

"After several conversations, he suggested attending Gulfood and I decided that for the cost of my flights and accommodation, it was worth exploring!

"I joined a trade mission organised by the Department for International Trade (DIT) as part of a Northern Powerhouse group of businesses. Collectively, we had an exhibition stand featuring our products.

"The trade mission was brilliantly organised from the start and it felt good to be with a group of fellow businesses. Not only did we go to Gulfood but we also visited several of the local supermarkets including LuLu, Choithrams, Carrefour and Al Maya.

"We were warmly greeted by everyone and met with buyers and store managers, and even the owner of the Al Maya Group. We gained some incredible insights into the retailing opportunities in the Middle East and about the shopping culture over there.

"From seeing how the supermarkets display their ambient products, it was easy to imagine how creative they could be for chilled foods and there's clearly a strong desire for healthy premium products.

""As a result of the visit, Pudology was one of five companies invited by LuLu to take part in their Best of British campaign and now plans are underway to go back to Dubai.

"Warrant Group sowed the seed of Gulfood and now that I have seen for myself the opportunities, there are too many unanswered questions for me not to pursue it.

"David and the team at Warrant Group have been really supportive, always at the end of the line if I need help and advice and connecting me with some excellent people.

"The free from food market is now now part of a growing lifestyle trend in many countries especially those with a healthy mediterrean diet and there are lots of opportunities to explore.

"With the support of companies like Warrant Group and Santander as well as the DIT, I now feel much more confident about taking Pudology overseas."

Warrant Group: sharing exporting expertise and knowledge

Selling your products overseas can be a daunting prospect but you don't have to be an expert in international trade to make it work.Warrant Group's team of logistics and supply chain practitioners include individuals who have lived and worked all over the world. We have an international partner network in more than 100 countries, supporting an extensive client portfolio across a wide variety of business sectors.

David Roff, IT Director at Warrant Group, explained.

"We first got to know Lucy at Spark Up and pretty quickly, we could see the exporting potential of her products.

"Getting the product overseas and preserving their shelf life was the first barrier that needed to be removed. We explained how freezing the product and using appropriate date codes would provide the same shelf life overseas as in the UK.

"Also, we discussed how the products could be frozen in transit to remove unnecessary frozen storage requirements.

"We talked about how to build up new markets overseas by doing the research to gain confidence and mitigate against risk. For example, starting off in countries with similar cultural backgrounds where there are no language barriers, such as Ireland.

"We put Lucy in touch with relevant contacts, such as the international trade team at Santander and we are delighted that she's had such a positive experience at Gulfoods. We look forward to watching Pudology progress into new international markets."