Go-GURT, also known as Yoplait Tubes in Canada and as Frubes in the United Kingdom, is an American brand of low-fat yogurt for children. It is squeezed out of a tube directly into the mouth, instead of being eaten with a spoon. It was introduced by General Mills licensed Yoplait in 1999 as the first yogurt made specifically for kids.
Video Go-Gurt
Background
Stephan Kaufman of Green Bay, WI came up with the invention while browsing through a women's magazine and seeing shampoo samples. Therefore he came up with the idea of tubed yogurt for kids. Anthropologist Susan Squires claims that her ethnographic research in U.S. American families led her client to the development of Go-GURT.
Maps Go-Gurt
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 (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. Fizzix was available in six flavors, but appears to have been discontinued.
In 2005, frubes Smoothie, a drinkable yogurt for children was released. The product currently comes in four flavors: Strawberry Splash, Paradise Punch, Mango Blast, and Wild Berry.
Internationally
Outside of the U.S., Go-GURT is sold as "Yoplait Tubes" in Canada and as "Frubes" in the United Kingdom. It was introduced in Japan as "???" (guruto) in March 2010. The name is a play on words as it evokes the sound of gulping a liquid and incorporates part of the Japanese transliteration of yogurt, ????? (yo-guruto). Go-Gurt is also available in Australia where they are known as "Yoplait Go-GURT or simply "Go-GURT". There is also another brand available in Australia known as "Yoplait Smackers" and is aimed at young girls.
Flavors
Generally, each box comes with two different flavors.
- Strawberry / Berry
- Strawberry / Cotton Candy
- Strawberry / Vanilla
- Strawberry / Mixed Berry
- Strawberry / Punch
- Strawberry Banana / Cotton Candy
- Strawberry Banana / Watermelon
- Strawberry Banana / Raspberry
- Strawberry Watermelon / Punch
- Berry / Cherry
- Melon Berry / Cotton Candy
- Strawberry
- Peach / Blueberry (Canada)
- Raspberry / Grape (Canada)
- Strawberry / Cherry (Canada)
- Fruit Punch / Strawberry-Banana (Canada)
Special editions
- Strawberry+Melon / Kaki+Lemon (Canada only, 2012)
- Atlantik (Raspberry+Blackberries) / Pacifik (Mango+Litchi) (Canada only, 2011)
- Go-Gurt Swirled: Strawberry Milkshake / Banana Split
- Go-Gurt Rush: Extreme Red Rush / Crazy Berry Bolt
- Scooby-Doo Ro-Gurt: Shaggy's Like Cool Punch / 'Rawberry
- SpongeBob SquarePants: Strawberry Riptide / Bikini Bottom Berry
- Batman: The Dark Knight: Original Flavors - Joker's Disappearing Pencil / Two-Face's Tutti Frutti
- iCarly: Cherry / Strawberry
- Wizards of Waverly Place: Cherry / Blueberry
Fizzix
- Strawberry Watermelon Rush / Blue Raspberry Rage
- Strawberry Lemonade Jolt / Wild Cherry Zing
- Triple Berry Fusion / Fruit Punch Charge
Twisted
- Screamin Green Apple/Strawberry Mango Tango
Prehistotubes
A limited edition in 2009 had 2 flavors represented by cave people reminiscent of The Flintstones. Besides the 'tub' in their names, they would be Lulu and Ook.
- Acai (mascot is Lulutub, purple-haired woman wearing a black and white dress and a pearl necklace)
- Red bayberry (mascot is Tubôôk, red-haired man wearing black and red toga)
Marketing
Go-GURT launched a new campaign titled Kids Never Had It So Easy August 1, 2017. The campaign features two "grumpy old fourth graders" bemoaning how easy kids - meaning third graders - have it today.
Promotions
Go-GURT partners with cultural mega-forces to create limited edition tubes to delight kids. These partnerships have included:
Star Wars: The Last Jedi (LucasFilm, 2017)
Guardians of the Galaxy Vol. 2 (Marvel, 2017)
Trolls (Dreamworks, 2016)
Finding Dory (Pixar, 2016)
Zootopia (Disney, 2016)
Star Wars Episode VII: The Force Awakens (LucasFilm, 2015)
The SpongeBob Movie: Sponge out of Water (Nickelodeon, 2015)
How to Train Your Dragon 2 (Dreamworks, 2014)
Despicable Me 2 (Dreamworks, 2013)
The Muppets (Disney, 2011)
References
External links
- Go-GURT website (USA)
- Yoplait Tubes website (Canada)
- Frubes website (UK)
- Frubes page on Yoplait UK website
- Official Australian Go-Gurt site
Source of the article : Wikipedia
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