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{{Short description|Sweetened yogurt snack-in-a-tube, marketed at children}}
{{Redirect|Cherry Berry|the American politician|Cherie Berry}}
{{pp-pc1}}
'''Go-Gurt''' (stylized as '''Go-GURT'''), also known as '''Yoplait Tubes''' in Canada and as '''Frubes''' in [[United Kingdom|Britain]] and [[Ireland]], is an American brand of low-fat [[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]]-licensed brand [[Yoplait]] in 1997, as the first yogurt made specifically for children.

==Background==
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.<ref name="citypages">{{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 }}</ref> The original idea was based on frozen ice pops. Kaufman told the [[Minneapolis–Saint Paul]] magazine ''[[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.

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.<ref name=citypages/>

Go-Gurt became a side option in [[McDonald's]] [[Happy Meal]]s in 2014 in strawberry flavor.<ref>{{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 }}</ref>

Anthropologist Susan Squires claims that her ethnographic research in U.S. American families led her client to the development of Go-Gurt.<ref>{{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 }}</ref>

==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.<ref>{{cite web|url=http://nn.byu.edu/story.cfm/65373|website=BYU NewsNet – "|title='Fizzix' Carbonated Yogurt to Hit Stores<!-- Bot generated title -->|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}}</ref><ref>{{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}}</ref> Fizzix was available in six flavors, but appears to have been discontinued.<ref>{{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}}</ref>

In 2005, '''frubes Smoothie''', a drinkable yogurt for children was released.<ref>{{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}}</ref> The product currently comes in four flavors: Strawberry Splash, Paradise Punch, Mango Blast, and Wild Berry.<ref>{{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<!-- Bot generated title -->|archive-date=November 27, 2007|access-date=March 24, 2019}}</ref>

==Internationally==
Outside of the U.S., Go-Gurt is sold as "Yoplait Tubes" in [[Canada]], as "Frubes" in the [[United Kingdom]] (previously as a sub-brand of Petit Filous), and was also sold in [[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 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," aimed at young girls.<ref>{{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}}</ref><ref>{{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}}</ref><ref>{{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 }}</ref><ref>{{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}}</ref>

==Flavors==
Generally, each box comes with two different flavors.<ref>{{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}}</ref>

*Berry / [[Cherry]]
*[[Fruit Punch]] / Strawberry-Banana (Canada)
*[[Melon]] Berry / [[Cotton Candy]]
*Peach / [[Blueberry]] (Canada)
*[[Raspberry]] / [[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]]

===Special editions===
*''Atlantik'' (Raspberry+[[Blackberries]]) / ''Pacifik'' ([[Mango]]+[[Lychee|Litchi]]) (Canada only, 2011)
*''Go-Gurt Rush'': Extreme Red Rush / Crazy Berry Bolt
*''Go-Gurt Swirled'': Strawberry [[Milkshake]] / [[Banana Split]]
*''[[iCarly]]'': Cherry / [[Strawberry]]
*''[[Scooby-Doo]] Ro-Gurt'': Shaggy's Like Cool Punch / 'Rawberry
*''[[Sour Patch Kids]]'':  Red Berry / Blue Raspberry
*''[[SpongeBob SquarePants]]'': Strawberry Riptide / Bikini Bottom Berry
*''Strawberry+Melon'' / ''[[Diospyros kaki|Kaki]]+[[Lemon]]'' (Canada only, 2012)
*''[[Wizards of Waverly Place]]'': Cherry / Blueberry
*''Tubes Luminous'':  Cookie Cream and Caramel (Canada Only)

===Fizzix===
*Strawberry [[Lemonade]] Jolt / [[Cherry|Wild Cherry]] Zing
*Strawberry Watermelon Rush / [[Blue raspberry flavor|Blue Raspberry]] Rage
*Triple Berry Fusion / [[Fruit Punch]] Charge

===Prehistotubes===
A limited edition in 2009 had two flavors represented by cave people reminiscent of [[The Flintstones]]: Lulutub and Tubôôk.<ref>[http://prehistotubes.ca Prehistotubes] {{webarchive|url=https://web.archive.org/web/20090707135639/http://www.prehistotubes.ca/ |date=2009-07-07 }}, retrieved July 10, 2009</ref> {{Clarify|date=July 2012}}
*[[Acai]] (the mascot is Lulutub, a purple-haired woman wearing a black and white dress and a pearl necklace)
*[[Red bayberry]] (the mascot is Tubôôk, red-haired man wearing a black and red toga)

===Twisted===
*Screamin Green [[Apple]]/Strawberry [[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.<ref>{{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}}</ref>

==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:Yogurts]]