Our history

1898-1911: Back to the roots of fruit growing

It is the late 1800s and the farmers of Massa Lombarda (RA) begin to systematically cultivate certain types of peach, including the Tardiva di Massa Lombarda. From 1898, fruit growing becomes a speciality.

1911-1926: The birth of Massalombarda

In 1911, Adolfo Bonvicini, a farsighted local businessman, begins industrially processing fruit: from Massa Lombarda, by rail, the fruit goes directly to Austria and Germany.

And so on 11 July 1926 Massalombarda S.A. is founded for the purpose of “food trade and industry". It is the first company in Italy devoted to the production of fruit juices.

1926-1946: Towards new kinds of processing

Between 1926 and the end of the Second World War Massalombarda’s production is focused exclusively on products such as: jams, preserves, quince marmalades, fruit purées.

1946-1950: The birth of the legend

Massalombarda launches the famous "Yoga" brand in 1946, which would become the most well-known Italian fruit juice brand for many years, bringing prestige to the local area as well as fame throughout Italy and abroad.

1950-60: There’s only one Yoga

It is one of the new slogans from the advertising campaigns of the 1950s, since it was only Yoga that always carefully selected its fruit and brought it to the tables of the Italians, guaranteeing them taste and trustworthiness. The natural goodness of the fruit and the uniqueness of the juice would become the main premise of the brand throughout its history.

1960-70: A Yoga, please!

With this campaign, Yoga fruit juices definitively establish themselves as part of Italian daily life. During these years of great social change, Yoga also undergoes major development: from the brand’s new logo, to the first nationwide distribution systems, right down to its debut on big screen. An ideal way to communicate that concept of uniqueness, and variety always associated with the brand.

1960-70: Yoga and Carosello on TV

It is thanks to the Carosello advertising programmes of the mid 1960s, with the adventures of Orsaghiotto and PotPot that Yoga begins to speak directly to kids. It would continue to speak to adults too through the beloved national actor, Walter Chiari, whose professionality and credibility made him the perfect spokesperson for Yoga’s unique and unmistakable nature, with the famous claim: “Only I am called Walter Chiari and only I am called Yoga”.

1970-80: Transparency and quality

The values of the Yoga brand and its ability to seduce consumers are confirmed in these years as the sales took off in the retail and snack bar channels. With its transparency and safety, the glass bottle packaging guarantees the quality of the juice and its raw materials, thus becoming one of the product’s pluses including in its advertising communication.

1980-90: Yoga=Fruit

Yoga is not just a synonym for synonymous with fruit juice, but also the transition of fruit to bottle, a truth/fact which positions the brand even more as Italy’s quintessential fruit juice.

1990-2000: A new beginning

In 1994, Conserve Italia Group buys the Yoga brand, saving it from the hands of foreigners and continuing to focus on the value of the fruit juice’s Italianness, also preserving its “faithfulness to the fruit” as a guarantee of goodness and genuineness. In this period, the original Yoga Green Apple is launched in the new 200 ml “square” glass bottle, thanks to a memorable advertising campaign that successfully appeals to a younger target, achieving amazing results in the snack bars channel. In 1999, Yoga presents the new Tasky, in its distinctive and innovative on-the-go cheerpack, with a press campaign dedicated again to a young target. A fruitful time, which marked another big turning point for Yoga and its fruit juices.

2000-2010: A new concept of juice

Yoga begins to revolutionise the concept of fruit juices even in retail channels with the launch of Yoga Primo Nettare, available in a 125 ml carton, the first juice dedicated to children and made up of 90% fruit exclusively from Italian fields, an innovative and trustworthy product. Another major innovation in this period is in the Optimum range, with the launch of the new 750 ml glass bottle accompanied by TV, radio and press campaigns “Io vado al succo” (“I go to the juice core”).

The new Optimums stand out for their unexpected flavour, a true treat for the taste buds, where the fruit content reaches extremely high percentages never seen before on the market, a novelty that makes the difference even today. Another new product in these years are the new packs in PET and 1 litre family formats, a practical innovation that saw the one litre range become one of the best-selling and best known in Italy.

Today: The art of innovation

In recent years Yoga has continued to focus on product innovation by launching the Art of 100% range in Italian bars, the first premium range of natural fruit juices without added sugar, colorant and preservative free, vegan friendly and gluten free. Other new product lines are the Centrifugati Yoga (pure fruit juices) with a mix of spices in an elegant glass bottle, a range for discerning palates, and Optimum without added sugars, one of the brand’s best-selling products, especially dedicated to children.

Today: Yoga makes history

In recent years, Yoga has continued to focus on its unique taste and on the exceptional talent of our brand. That is why, in 2020, we were the Official Partner of XFactor, accompanying and sustaining the competitors in the TV show with lots of good nutrients. The new communication concept “Choose Yoga, choose goodness” has permeated our communication channels, promoting all of the advantages of drinking Yoga not just for people but also for our planet, with increasingly greener and sustainable choices. Another major achievement in these years has been Yoga’s recognition as a historical brand and its inclusion in the special register by the Italian Ministry for Economic Development, a source of great pride for our entire company.