# Go-Gurt
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{{Short description|Sweetened yogurt snack-in-a-tube, marketed at children}}
{{Redirect|Cherry Berry|the American politician|Cherie Berry}}
{{pp-pc}}
'''Go-Gurt''' (stylized as '''Go-GURT'''), also known as '''Yoplait Tubes''' in Canada, as '''Frubes''' in the UK and Ireland and as '''Petits Filous Tub's''' in France, is an American brand of low-fat [yogurt](/source/yogurt) for children. It can be sucked out of a tube, instead of being eaten with a spoon. It was introduced by the [General Mills](/source/General_Mills)-licensed brand [Yoplait](/source/Yoplait) in 1997, as the first yogurt made specifically for children. It is distributed in the US by General Mills through 2025 (via Yoplait USA), and thereafter by [Lactalis](/source/Lactalis)' [Midwest Yogurt](/source/Midwest_Yogurt).
==Background==
Go-Gurt grew out of a late 1990s General Mills project to launch a product called "Fun Cone", with yogurt into a cone-shape package. That project evolved from a cone to yogurt in a flexible plastic tube when a new packaging machine enabled a three-side-sealed tube. This tube is more comfortable in the mouth than four-side-sealed tubes. Don Messer (Packaging Scientist), Scott Gillespie (Packaging Engineer) and Lisa Pannell (Product Development Scientist) led the launch of Go-Gurt in 1998.[{{Cite web |title=Go-GURT's 20 years on the go - General Mills |url=https://www.generalmills.com/news/stories/go-gurts-20-years-on-the-go |access-date=2025-10-06 |website=www.generalmills.com |language=en}}][{{Cite web |date=2002-07-31 |title=Go-Gurt: An updated view |url=https://www.packworld.com/leaders-new/machinery/bag-pouch-fill-seal-pre-made-bags/news/13335799/gogurt-an-updated-view |access-date=2025-10-06 |website=Packaging World |language=en-us}}]
Stephen Kaufman of Green Bay, WI, a food scientist, and Jim McGuire, a research and development technician, were credited with the invention while working for General Mills in the late 1980s. Kaufman came up with the idea while he was browsing a women's magazine and saw shampoo sample inserts.[{{cite news |last1=Kaufman |first1=Jared |title=The St. Paul-based inventor of Go-Gurt tells the dramatic story of his totally tubular idea |url=http://www.citypages.com/restaurants/the-st-paul-based-inventor-of-go-gurt-tells-the-dramatic-story-of-his-totally-tubular-idea/492530701 |magazine=City Pages |access-date=8 September 2018 |archive-date=7 September 2018 |archive-url=https://web.archive.org/web/20180907125826/http://www.citypages.com/restaurants/the-st-paul-based-inventor-of-go-gurt-tells-the-dramatic-story-of-his-totally-tubular-idea/492530701 |url-status=live }}] Kaufman told the [Minneapolis–Saint Paul](/source/Minneapolis%E2%80%93Saint_Paul) magazine ''[City Pages](/source/City_Pages)'' that the original conception was for the yogurt to be firm, so the tube would stand straight up—like an ice pop—but when that didn't work out, they shifted toward a creamy yogurt.
This early idea faced internal opposition at General Mills. Kaufman used hotel shampoo pouches as an inspiration to create prototypes of Go-Gurt, which he made himself on a personal-care product pouching machine he rented, to convince General Mills engineers of the idea's worthiness.[
Go-Gurt became a side option in [McDonald's](/source/McDonald's) [Happy Meal](/source/Happy_Meal)s in 2014 in strawberry flavor.][{{Cite web | url=https://www.dairyreporter.com/Article/2014/05/20/McDonald-s-Happy-Meal-Go-GURT-deal-great-opportunity-General-Mills | title=McDonald's Happy Meal Yoplait Go-GURT deal 'great opportunity': General Mills | date=19 May 2014 | access-date=29 March 2020 | archive-date=29 May 2022 | archive-url=https://web.archive.org/web/20220529091958/https://www.dairyreporter.com/Article/2014/05/20/McDonald-s-Happy-Meal-Go-GURT-deal-great-opportunity-General-Mills | url-status=live }}]
Anthropologist Susan Squires claims that her ethnographic research in U.S. American families led her client to the development of Go-Gurt.[{{cite book |last1=Squires |first1=Susan |last2=Byrne |first2=Bryan |url=https://books.google.com/books?id=HhUfAQAAIAAJ |title=Creating Breakthrough Ideas: The Collaboration of Anthropologists and Designers in the Product Development Industry |date=2002 |publisher=Bloomsbury Academic |isbn=9780897896825 |access-date=2021-01-28 |archive-date=2024-01-31 |archive-url=https://web.archive.org/web/20240131164555/https://books.google.com/books?id=HhUfAQAAIAAJ |url-status=live }}]
==Sub-brands==
In June 2006, '''frubes Fizzix''', a carbonated yogurt snack, was released under the Yoplait brand. This "sparkling yogurt" was originally developed by Lynn Ogden, a professor in the College of Life Sciences at [Brigham Young University](/source/Brigham_Young_University) (BYU), in 1983. Ogden obtained a patent in 1997 and finally found an interested licensor at General Mills in 2006. BYU receives 55% of the royalties, which will go toward BYU's mentoring program and research, while Ogden receives the rest.[{{cite web|url=http://nn.byu.edu/story.cfm/65373|website=BYU NewsNet – "|title='Fizzix' Carbonated Yogurt to Hit Stores|access-date=Mar 24, 2019|archive-date=March 6, 2008|archive-url=https://web.archive.org/web/20080306044511/http://nn.byu.edu/story.cfm/65373|url-status=dead}}][{{cite news|url=http://www.abc4.com/content/features/story.aspx?content_id=9299dbfd-0285-4a7e-a29f-b36bb3ffc6cb|title=BYU professor creates 'fizzy yogurt'|work=ABC4|access-date=March 24, 2019|archive-date=October 23, 2007|archive-url=https://web.archive.org/web/20071023022046/http://www.abc4.com/content/features/story.aspx?content_id=9299dbfd-0285-4a7e-a29f-b36bb3ffc6cb|url-status=dead}}] Fizzix was available in six flavors, but appears to have been discontinued.[{{cite web|title=Fizzix|url=http://www.gogurtfizzix.com/|website=Gogurt.com|access-date=2008-09-20|archive-date=2008-03-08|archive-url=https://web.archive.org/web/20080308210940/http://www.gogurtfizzix.com/|url-status=dead}}]
In 2005, '''frubes Smoothie''', a drinkable yogurt for children was released.[{{cite web|url=https://adland.tv/adnews/yoplait-go-gurt-smoothie-shake-fun-2005-030-usa|archive-url=https://web.archive.org/web/20210515145201/https://adland.tv/adnews/yoplait-go-gurt-smoothie-shake-fun-2005-030-usa|url-status=dead|archive-date=May 15, 2021|title=Yoplait Go-Gurt Smoothie - Shake Up The Fun|date=September 19, 2005|website=Adland|access-date=March 24, 2019}}] The product currently comes in four flavors: Strawberry Splash, Paradise Punch, Mango Blast, and Wild Berry.[{{cite web|url=http://www.yoplait.com/products_smoothie.aspx|archive-url=https://web.archive.org/web/20071127082316/http://yoplait.com/products_smoothie.aspx|url-status=dead|website=Yoplait |title= Products – frubes|archive-date=November 27, 2007|access-date=March 24, 2019}}]
==Internationally==
Outside of the U.S., Go-Gurt is sold as "Yoplait Tubes" in [Canada](/source/Canada), as "Frubes" in the [United Kingdom](/source/United_Kingdom) (previously as a sub-brand of Petit Filous), and was also sold in [Japan](/source/Japan) as "グルト" ("Guruto"). The name was a play on words, as it evoked the sound of gulping a liquid and incorporated part of the Japanese transliteration of yogurt, ヨーグルト (Yo-Guruto). Go-Gurt was also available in [Australia](/source/Australia) until 2016, where they were known as "Yoplait Go-GURT" or simply "Go-GURT". During its availability another brand available was also in Australia, known as "Yoplait Smackers," aimed at young girls.[{{cite web|url=http://adf.farmonline.com.au/news/nationalrural/cattle/dairy/national-recall-of-yoplait-gogurt-and-yoplait-smackers/1239328.aspx|title=National recall of Yoplait Go-Gurt and Yoplait Smackers - National Rural - Cattle - Dairy - The Australian Dairyfarmer|website=adf.farmonline.com.au|access-date=Mar 24, 2019|archive-date=November 14, 2016|archive-url=https://web.archive.org/web/20161114171004/http://adf.farmonline.com.au/news/nationalrural/cattle/dairy/national-recall-of-yoplait-gogurt-and-yoplait-smackers/1239328.aspx|url-status=live}}][{{cite web|url=https://detail.chiebukuro.yahoo.co.jp/qa/question_detail/q12155812462?fr=pc_ogp_other|title=明治のグルトは、もう販売してませんか？販売中止でしたら理由が知りたいです。よろしくお願い致します。|website=Yahoo!知恵袋|access-date=Mar 24, 2019|archive-date=January 31, 2024|archive-url=https://web.archive.org/web/20240131164449/https://detail.chiebukuro.yahoo.co.jp/qa/question_detail/q12155812462?fr=pc_ogp_other|url-status=live}}][{{Cite web |url=http://www.lifemadedelicious.ca/articles/y/yoplait-tubes-nutritional |title=Yoplait Tubes* Nutritional Information - Life Made Delicious |access-date=2016-11-14 |archive-url=https://web.archive.org/web/20161114233134/http://www.lifemadedelicious.ca/articles/y/yoplait-tubes-nutritional |archive-date=2016-11-14 |url-status=dead }}][{{cite web|url=http://www.yoplait.co.uk/brand/frubes|title=Yoplait|website=www.yoplait.co.uk|access-date=Mar 24, 2019|archive-date=February 5, 2016|archive-url=https://web.archive.org/web/20160205040801/http://www.yoplait.co.uk/brand/frubes|url-status=live}}]
==Flavors==
Generally, each box comes with two different flavors.[{{cite web|url=https://www.gogurt.com/product/|title=Products – Gogurt|website=www.gogurt.com|language=en-US|access-date=2017-08-02|archive-date=2017-08-02|archive-url=https://web.archive.org/web/20170802164945/https://www.gogurt.com/product/|url-status=live}}]
*Berry / [Cherry](/source/Cherry)
*[Fruit Punch](/source/Fruit_Punch) / Strawberry-Banana (Canada)
*[Melon](/source/Melon) Berry / [Cotton Candy](/source/Cotton_Candy)
*Peach / [Blueberry](/source/Blueberry) (Canada)
*[Raspberry](/source/Raspberry) / [Grape](/source/Grape) (Canada)
*Strawberry Splash / Berry Blue Blast
*Strawberry / Cherry (Canada)
*Strawberry / Cotton Candy
*Strawberry / Mixed Berry
*Strawberry / Punch
*Strawberry / Vanilla
*Strawberry Banana / Cotton Candy
*Strawberry Banana / Raspberry
*Strawberry Banana / Watermelon
*Strawberry Watermelon / Punch
*Strawberry Kiwi/ Fruit Punch
Single-flavor boxes include:
*[Strawberry](/source/Strawberry)
*[Cotton Candy](/source/Cotton_Candy)
===Special editions===
*''Atlantik'' (Raspberry+[Blackberries](/source/Blackberries)) / ''Pacifik'' ([Mango](/source/Mango)+[Litchi](/source/Lychee)) (Canada only, 2011)
*''Go-Gurt Rush'': Extreme Red Rush / Crazy Berry Bolt
*''Go-Gurt Swirled'': Strawberry [Milkshake](/source/Milkshake) / [Banana Split](/source/Banana_Split)
*''[iCarly](/source/iCarly)'': Cherry / [Strawberry](/source/Strawberry)
*''[Scooby-Doo](/source/Scooby-Doo) Ro-Gurt'': Shaggy's Like Cool Punch / 'Rawberry
*''[Sour Patch Kids](/source/Sour_Patch_Kids)'': Red Berry / Blue Raspberry
*''[SpongeBob SquarePants](/source/SpongeBob_SquarePants)'': Strawberry Riptide / Bikini Bottom Berry
*''Strawberry+Melon'' / ''[Kaki](/source/Diospyros_kaki)+[Lemon](/source/Lemon)'' (Canada only, 2012)
*''[Wizards of Waverly Place](/source/Wizards_of_Waverly_Place)'': Cherry / Blueberry
*''Tubes Luminous'': Cookie Cream and Caramel (Canada Only)
===Fizzix===
*Strawberry [Lemonade](/source/Lemonade) Jolt / [Wild Cherry](/source/Cherry) Zing
*Strawberry Watermelon Rush / [Blue Raspberry](/source/Blue_raspberry_flavor) Rage
*Triple Berry Fusion / [Fruit Punch](/source/Fruit_Punch) Charge
===Prehistotubes===
A limited edition in 2009 had two flavors represented by cave people reminiscent of [The Flintstones](/source/The_Flintstones): Lulutub and Tubôôk.[[http://prehistotubes.ca Prehistotubes] {{webarchive|url=https://web.archive.org/web/20090707135639/http://www.prehistotubes.ca/ |date=2009-07-07 }}, retrieved July 10, 2009] {{Clarify|date=July 2012}}
*[Acai](/source/Acai) (the mascot is Lulutub, a purple-haired woman wearing a black and white dress and a pearl necklace)
*[Red bayberry](/source/Red_bayberry) (the mascot is Tubôôk, red-haired man wearing a black and red toga)
===Twisted===
*Screamin Green [Apple](/source/Apple)/Strawberry [Mango](/source/Mango) Tango
==Marketing==
On August 1, 2017, Go-Gurt launched a new campaign titled ''Kids Never Had It So Easy''. The campaign features two "grumpy old fourth graders" bemoaning how easy kids—meaning third graders—have it today.[{{Cite news|url=http://www.adweek.com/creativity/grumpy-old-4th-graders-cant-understand-kids-today-in-go-gurts-hilarious-new-ads/|title=Grumpy Old 4th Graders Can't Understand Kids Today in Go-Gurt's Hilarious New Ads|work=Adweek|access-date=2017-08-02|language=en-US|archive-date=2017-08-02|archive-url=https://web.archive.org/web/20170802175116/http://www.adweek.com/creativity/grumpy-old-4th-graders-cant-understand-kids-today-in-go-gurts-hilarious-new-ads/|url-status=live}}]
==References==
{{reflist|2}}
==External links==
*[http://www.frubes.co.uk Frubes website (UK)] @frubes.co.uk
*[http://www.yoplait.co.uk/brand/frubes Frubes page on Yoplait UK website] @yoplait.co.uk
*[https://www.gogurt.com/ Go-GURT website (USA)] @gogurt.com
*[https://archive.today/20131003103551/http://www.gogurt.com.au/ Official Australian Go-Gurt site] @gogurt.com.au
*[https://web.archive.org/web/20070824051236/http://www.yoplait.ca/tubes/en/index.aspx Yoplait Tubes website (Canada)] @yoplait.ca
{{General Mills}}
Category:Brand name yogurts
Category:General Mills brands
Category:Products introduced in 1999
Category:Food for children
Category:Yogurts
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Adapted from the Wikipedia article [Go-Gurt](https://en.wikipedia.org/wiki/Go-Gurt) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Go-Gurt?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.