Gü founder James Averdieck on why he decided to start again

After selling desserts business Gü in 2010, Averdieck missed running a company. He shares his story and the challenges he faced A man sat down on a ski lift next to James Averdieck, and asked him what he did for a living. Averdieck paused, before saying: "I run a chocolate puddings business." When asked where he could buy these puddings, Averdieck told the man that he was in talks with two big supermarkets. In fact, none of this was true. But the idea of running a chocolate puddings business so...