Eat-on-the-go Trend can be Leveraged to Create New Business

Eat-on-the-go Trend led Yoplait Created Go-gurt, Expanding the Boundary of An Existing Category.

 In the Yogurt market, eat-on-the-go trend led Yoplait developed Go-gurt. Delivered in a colourful nine-inch tube, designed to enhance portability and appeal to kids, Go-gurt helped Yoplait forged ahead of Danone’s Dannon, a category competitive brand it had trailed over a decade. With this smart marketing, a new yogurt subcategory was created in which Dannon was not relevant.