One of America's marketing disappointments has long been the inability of U.S. manufacturers to sell food in tubes. In Europe, it is done successfully. In Japan and Australia, too. Even Canada has had more success with food products in tubes than the United States has.
Here tubes are considered packages for toothpaste. They are also associated with certain medications like burn ointments, antiseptics and so forth. Some suntan preparations and skin creams come in tubes for convenience.