Go-Gurt, also known as Yoplait Tubes in Canada and as Frubes in the United Kingdom, is an American brand of yogurt marketed to children. It is squeezed out of a tube directly into the mouth, instead of being eaten with a spoon. It was introduced by General Mills' licensed Yoplait in 1999. Anthropologist Susan Squires claims that her ethnographic research in U.S. American families has led her client to the development of Go-Gurt. In June 2006, frubes Fizzix', a carbonated yogurt snack, was released under the Yoplait brand. This 'sparkling yogurt' was originally developed by Lynn Ogden, a professor in the College of Life Sciences at Brigham Young University (BYU), in 1983. Ogden obtained a patent in 1997 and finally found an interested licensor at General Mills in 2006. BYU receives 55% of the royalties, which will go toward BYU's mentoring program and research, while Ogden receives the rest.
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