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. And with this kinetizing initiative, a new yogurt subcategory was created in which Dannon was not relevant.