Truly innovative and radically new products are the ones that competitors
lose sleep over, and with good reason ± they have staying power and
profit-making stamina. General Mills Inc's Go-Gurt, the first ever portable
yogurt in a tube is a good example of a product that made innovative strides
in an established market. Launched in 1999, Go-Gurt was a huge hit with
kids and in just two years, captured 7 per cent of the $2 billion yogurt
market.