History
1948-1960: Postwar Italy, the launch of fruit juice and the arrival of Yoga

1940 - Advertising poster "Noi imprigioniamo il sole" (We capture the sun)

1950/60 - Yoga distribution van
The history of Yoga starts in the postwar period, in an Italy fired with the desire to reconstruct and revive the country.
The first billboards appear in 1940 and the first Yoga logo is created in 1950. The first distribution vans and the first colour posters appear on the streets.
1960-1964: Success of the product and strengthening of the brand

1960 - Yoga Logo
The Sixties confirm the product's place in society, in terms of popularity and fame.
The Yoga brand becomes synonymous with fruit juice, supported by advertising campaigns and posters which highlight and accentuate the phenomenon by declaring that “there is only one Yoga”.
1964-1980: The era of Carousel and the first colour TV adverts

1965 - Television advertising show Carousel "Orsoghiotto e Pot Pot"

1964 - Carousel called "Solo io mi chiamo Yoga" (Only I am called Yoga) with Walter Chiari as testimonial

1969 - Carousel called "Nel mio bar servo sempre Yoga" (In my bar I always serve Yoga)

1960-1964 - Advertising posters for the Yoga campaign

1975 - Carousel called "Yoga è fedeltà alla frutta" (Yoga is loyalty to fruit)
In the mid-60s, a new means of communication enters Italian homes: the TV program called Carousel, with its impact in terms of novelty and popularity, cannot fail but to be the perfect showcase to reconfirm the uniqueness of Yoga.
This is the moment when Walter Chiari (1964) associates his image with the fruit juice, followed by a smiling barman who proudly declares that Yoga is always present in his bar and that he cannot do without it (1969).
In the mid-70s, Yoga appears on television with the first colour adverts, declaring its loyalty to fruit and reaffirming its healthiness.
1980-1990: Crisis, product diversification and differentiation

1984 - TV advert "Yoga: lo vedi quello che bevi" (Yoga: see what you are drinking)

1986 - TV advert "Yoga: il succo della frutta" (Yoga: the fruit juice)

1989/90 - TV advert "Yoga: la forza della frutta" (Yoga: the strength of fruit)

1988 - TV advert and roadside billboards for the campaign "Non si finisce mai di bere Yoga" (You never stop drinking Yoga)
These years are marked by a heavy period of crisis, with the entry of fierce competitors (Zuegg and Del Monte) who reduce the presence of Yoga in the food channel.
At the end of the 1980s, the brand proposes service innovations for its juices, such as the new packaging in 200 ml brick packs, the launch of the jams, Yotea (fruit-based iced tea) and Coffry (caffeine-free iced coffee).
1990-1999: Sports sponsorship and service innovation

1998 - TC advert for the Yoga Magic "Il frutta pensiero" (Fruit for thought) campaign

1990/95 - The Italian national ski team sponsored by Yoga in the earls '90s
In the 1990s, there is a new attempt to give the brand a dynamic image, consisting not only of communication and advertising initiatives focused on the brand, but also the service linked with the product.
It is the start of the decade when Yoga links its name to the Italian national ski team, in an attempt to revive the vigour and culture of physical healthiness and reaffirm the identity with which it was created and with which it has grown up.

1999-2008: Yoga reinvents fruit

2001 - Optimum Yoga press advertising

2000 - Roadside billboards for the Mela Verde campaign

2007 - Yoga Primo Nettare press advertising campaign
The start of the new millennium reaffirms the brand's status through the launch of new and important products:
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Arrival of the Linea Optimum “la frutta da bere” (the fruit you drink) range (750 ml glass bottle, 200 ml brick pack and 125 ml glass bottle) which, with its high fruit content (up to 70%), positions the brand in the high-quality bracket;
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Cheerpack Yoga Kids, which extends the Yoga product range for children;
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1000 ml plastic bottle, the new format on the fruit juice market;

2008 sees the market launch of the new Yoga AQ beverage, a mix of fruits and extracts of powerful antioxidants.
A process of growth in which Yoga confirms its contemporary and modern nature, without forgetting its roots and its tradition.
A process of growth in which Yoga confirms its contemporary and modern nature, without forgetting its roots and its tradition.