Go-GURT taps SOUR PATCH KIDS brand for first co-branded product innovation
General Mills, Minneapolis, expanded its Yoplait Go-GURT brand with a new Go-GURT SOUR PATCH KIDS-flavored yogurt.
Available in grab-and-go tubes in Redberry and Blue Raspberry flavors, this marks Go-GURT's first-ever flavor collaboration.
"As a brand, we are always looking for new ways to create more fun for families," says Tsubasa Tanaka, business unit director, yogurt, General Mills. "With this collaboration, we're bringing together two beloved brands known for their ability to instigate fun – Go-GURT and SOUR PATCH KIDS – to create an incredible snack experience."
"The SOUR PATCH KIDS brand is always looking for new opportunities to expand our brand presence across categories," says Wesley Saraceni, senior brand manager, candy, Mondelez International, the Deerfield, Ill.-based owner of the SOUR PATCH KIDS brand. "We're very excited to collaborate with Go-GURT, and bring together two iconic, well-loved brands."
This collaboration marks the first time Go-GURT has launched a co-branded yogurt flavor, moving beyond on-package partnerships to incorporate another brand's flavor profile.
Go-GURT SOUR PATCH KIDS-flavored yogurt will be available in 8- and 16-count cartons at retailers nationwide.