Pouches

This might be the silliest question, but how on earth do you get your 1 year old to eat from a pouch? I have tried time and time again and it just isn't working out for us. I'd love to be able to just hand him a pouch of yogurt but all my son wants to do is squeeze the hell out of it and it makes a huge mess. I've tried it even with me holding the pouch and with different flavors. He doesn't seem to like them. We'll be flying with him for the first time this week and I wanted to take something quick and convenient. What's the trick?