Kids Never Had It So Easy

Go-Gurt has been a go-to for kid snacks and lunches for decades. But it had a big problem – it was difficult to open. So General Mills redesigned the product to make it easier for kids to open on their own. We found that the new tube design created a generational divide between kids who had endured the challenge of Go-Gurt’s original packaging, and the new generation of kids who would never know the Go-Gurt struggle.