"The company?s Yoplait brand had transformed traditional unsweetened breakfast yogurt into a veritable dessert. It now had twice as much sugar per serving as General Mills? marshmallow cereal Lucky Charms. And yet, because of yogurt?s well-tended image as a wholesome snack, sales of Yoplait were soaring, with annual revenue topping $500 million. Emboldened by the success, the company?s development wing pushed even harder, inventing a Yoplait variation that came in a squeezable tube ? perfect for kids. They called it Go-Gurt and rolled it out nationally in the weeks before the C.E.O. meeting. (By year?s end, it would hit $100 million in sales.)"