Innovating Product or Concept that Expands the Boundary of its Category attuned to trends drive success! Packaging yogurt in Go-Gurt's colorful nine-inch tube attuned to "Eat-On-Go Trends , helped Yoplait, a subsidiary of General Mills Inc., forged ahead of Danone SA 's Dannon, a brand that Yoplait had trailed for decades. Go-Gurt's tube changed what parents were buying, making yogurt easier and more fun for kids to eat. Similarly, the invention of cereal bars, in response to a society on the run, succeeded in changing where and how consumers bought and ate cereal.
