Go-Gurt

Tube-shaped dairy snack

Go-Gurt is a brand of yogurt packaged in squeezable tubes, marketed primarily to children as a portable snack.

The tube format eliminates the need for a spoon: Pack a Go-Gurt in their lunch box.

The name has become somewhat generic for any tube-style yogurt.

yogurt

cultured

Educated in arts, manners

  • probioticHealthful live microorganism supplement
  • fermentedTransformed by microbial action
  • dairyMilk-based foods collectively

creamy · calcium · protein · lactobacillus · bifidobacteria · acidophilus · smooth · chilled · refrigerated · sweetened

tube

squeezable

Able to be compressed

flexible · collapsible · dispensable · twist-off · portion-control · single-serve · handheld · push-up · slurp · suck

portable

on-the-go

Actively in motion

prepacked · compact · lightweight · individual · pocket-sized · backpack · picnic · hiking · camping · commute

kids

lunchbox

Portable food container

playground · after-school · fun · colorful · animated · treat · reward · childhood · elementary · daycare

flavors

strawberry

Red fruit, seeds outside

cotton-candy · watermelon · tropical · punch · vanilla · grape · berry · peach · mango

Categories
Opposites
consumption format

Go-GurtChobani

Greek-style yogurt company

Dannon · yogurt parfait

target market positioning

Go-GurtGreek yogurt

Strained fermented milk product

probiotic yogurt

portability/convenience

Go-Gurtsit-down meal

yogurt parfait · breakfast bowl · slow food

Family

yogurt

Familiarity
Top 500,000
Profile
Known to kids · Mostly American · Concrete · Positive · Everyday, not technical · Rated G