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Go-Gurt (stylized asGo-GURT), also known asYoplait Tubes in Canada and asFrubes inBritain andIreland, is an American brand of low-fatyogurt for children. It can be sucked out of a tube, instead of being eaten with a spoon. It was introduced by theGeneral Mills-licensed brandYoplait in 1997, as the first yogurt made specifically for children.
Stephen Kaufman of Green Bay, WI, a food scientist, and Jim McGuire, a research and development technician, came up with the invention while working for General Mills in the late 1980s, after Kaufman was browsing through a women's magazine and seeing shampoo samples inserts.[1] The original idea was based on frozen ice pops. Kaufman told theMinneapolis–Saint Paul magazineCity 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.
The original 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.[1]
Go-Gurt became a side option inMcDonald'sHappy Meals in 2014 in strawberry flavor.[2]
Anthropologist Susan Squires claims that her ethnographic research in U.S. American families led her client to the development of Go-Gurt.[3]
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 atBrigham 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.[4][5] Fizzix was available in six flavors, but appears to have been discontinued.[6]
In 2005,frubes Smoothie, a drinkable yogurt for children was released.[7] The product currently comes in four flavors: Strawberry Splash, Paradise Punch, Mango Blast, and Wild Berry.[8]
Outside of the U.S., Go-Gurt is sold as "Yoplait Tubes" inCanada, as "Frubes" in theUnited Kingdom (previously as a sub-brand of Petit Filous), and was also sold inJapan 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 is also available inAustralia where they are known as "Yoplait Go-GURT" or simply "Go-GURT". There is also another brand available in Australia, known as "Yoplait Smackers," aimed at young girls.[9][10][11][12]
Generally, each box comes with two different flavors.[13]
Single-flavor boxes include:
A limited edition in 2009 had two flavors represented by cave people reminiscent ofThe Flintstones: Lulutub and Tubôôk.[14][clarification needed]
On August 1, 2017 Go-Gurt launched a new campaign titledKids Never Had It So Easy. The campaign features two "grumpy old fourth graders" bemoaning how easy kids—meaning third graders—have it today.[15]
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