Squeezing Swirls: Yogurt tubes get more dynamic with swirled flavors

Dairy Foods, Dec, 2001 by Donna Berry

When Minneapolis-based General Mills Inc. first rolled out Yoplait [R] Go-Curt [R] --portable yogurt in squeeze tubes--in August 1998, the company was quite confident that it had changed the way kids eat yogurt forever. And it has.

The sales data speak for the product line. Since its debut, Go-Curt has become a $124 million brand, according to end-of-year 2000 data supplied by Information Resources Inc. This turns out to be about 17% of General Mills' refrigerated yogurt business.

"Go-Curt is the No. 1 kids yogurt in the United States," says Mike Paul, marketing mgr., Yoplait New Products. "All five Go-Curt varieties are in the top 10 turning items in the entire kids yogurt segment.

"Moms like yogurt because it provides a healthy option as an enhancement to a meal or as a treat that kids find tasty," he adds. "In addition to the great taste, moms have told us they like Go-Curt because of its portability, while kids love the flavors and the independence to take their treat on the go."

On the heels of Go-Gurt's overwhelming success, the company introduced early this year a similar concept for mature taste buds called Expresse. And now, the company is making Go-Gurt more exciting for kids with swirled varieties.

"Our new Go-Curt SKU features two treat flavor profiles that are favorites among kids: Banana Split and Root Beer Float. These two flavors were selected because of their strong kid appeal and mom acceptance," says Paul. "The swirl technology was incorporated to heighten kid-appeal and the colors reinforce the analogs. We've added a clear window to the tube so kids can enjoy the colors and bring the flavors to life.

"We developed some proprietary processes necessary to ensure good dispersion of the swirl throughout the tube and to minimize color migration from the swirl into the yogurt base," Paul adds.

Go-Gurt Swirled Portable Yogurt hit store shelves in late August, just in time for back-to-school. All Go-Gurt varieties make perfect after school snacks. No spoon required. They can be consumed cold from the refrigerator or frozen from the freezer.

"Today's kids are as busy as adults and need convenient, on-the-go snack products," Paul says.

The new swirled eight-pack contains four 2.25-oz tubes of each flavor. A single tube serving has 70 calories and 2g fat.

General Mills is promoting the swirled product with dedicated TV advertising, FSI support and event sampling, along with in-store promotions such as shelf talkers.