History of Yoo-hoo: A Chocolate Drink Legacy

Yoo-hoo, the iconic chocolate-flavored beverage, was created in 1928 by Natale Olivieri in Garfield, New Jersey. Initially a fruit juice bottler, Olivieri sought a shelf-stable chocolate drink, inspired by his wife’s tomato-canning method. By using water, whey, high-fructose corn syrup, and cocoa instead of milk, he crafted a unique “chocolate drink” that didn’t require refrigeration, making it a hit in local stores. The name “Yoo-hoo,” a peppy greeting, echoed popular drinks like Moxie, setting it apart from his Tru-Fruit brand. By the 1940s, production expanded with a bottling plant in South Carolina, boosting its reach.

Yoo-hoo’s popularity soared in the 1950s and 1960s, largely due to a brilliant marketing campaign featuring New York Yankees legend Yogi Berra and teammates like Mickey Mantle. Berra’s catchy “Me-He for Yoo-Hoo!” slogan and “Drink of Champions” ads, coupled with a 40% sales surge in the Northeast, transformed Yoo-hoo into a national sensation, especially among adults. Ownership changed hands multiple times—BBC Industries (1950s), Iroquois Brands (1976), Pernod Ricard (1989), and Cadbury Schweppes (2001)—before landing with Keurig Dr Pepper. New flavors like vanilla and cookies & cream, introduced in 1995, kept it fresh. Its nostalgic appeal, shelf stability, and 99% fat-free, vitamin-rich formula cemented Yoo-hoo as a beloved, family-friendly treat, evoking childhood memories for generations.