YOU.C1000 is an Indonesian health-beverage brand best known for its 1,000 mg vitamin C drinks. The brand is produced by PT Djojonegoro C-1000, an Indonesian beverage manufacturer, under a license from Japanese food company House Wellness Foods. Its portfolio has expanded from its original vitamin-C beverage into isotonic drinks containing vitamin C and electrolytes. 1

The company states that PT Djojonegoro C-1000 was founded in 2003 by Husain and Pudjiono Djojonegoro and operates a beverage factory on approximately 90,000 m². It also states that its facility has ISO 9001 and ISO 14001 certifications.

Origins

YOU.C1000’s corporate history goes back to PT Djojonegoro C-1000, established in 2003. The company developed its business around vitamin-C beverages and subsequently became associated with the YOU.C1000 brand. According to the company’s current website, its products are manufactured under license from House Wellness Foods, a Japanese food company.

Independent academic literature on the brand records that YOU.C1000 was introduced to the Indonesian market in 2005, following an initial introduction in Jakarta and Bali during 2004–2005. 2

This early positioning was important because YOU.C1000 was marketed not primarily as a pharmaceutical product, but as a ready-to-drink beverage containing a high amount of vitamin C. That distinction helped establish a new niche between conventional soft drinks and vitamin/supplement products.

Expansion into isotonic beverages

The brand subsequently expanded beyond its original vitamin beverage. Secondary sources identify YOU.C1000 Isotonic Drink as launching in 2008, adding electrolytes and a hydration-oriented proposition to the 1,000 mg vitamin-C concept.

Today, the company’s portfolio is broadly divided into:

• YOU.C1000 Vitamin
• YOU.C1000 Water / Isotonic

YOU.C1000 Vitamin

The Vitamin line is the brand’s classic product category. The current official portfolio includes four flavors:

• Lemon
• Orange
• Apple
• Mango

Each is formulated to contain 1,000 mg of vitamin C per 140 ml bottle. 2

The nutritional profiles differ somewhat by flavor. For example, the official information lists approximately 60 kcal and 14 g sugar for Apple, 70 kcal and 16 g sugar for Lemon, and 80 kcal and 20 g sugar for Orange and Mango per 140 ml serving.

The Vitamin Lemon formulation also contains vitamins B1, E and niacin, while the other flavors have somewhat different vitamin compositions.

YOU.C1000 Lemon Water

YOU.C1000 Lemon Water combines the brand’s 1,000 mg vitamin-C proposition with an isotonic formulation.

The official formulation includes:

• 1,000 mg vitamin C
• Fresh lemon juice
• Sodium chloride
• Calcium lactate
• Magnesium chloride
• Potassium phosphate
• Fructose and sugar
• 500 ml serving size

The company positions it around rehydration and electrolyte replacement, in addition to its vitamin-C content.

YOU.C1000 Orange Water

YOU.C1000 Orange Water follows the same basic concept, using orange flavor/juice together with vitamin C and electrolytes.

According to the official nutritional information, a 500 ml serving contains 1,000 mg vitamin C, 160 kcal and 40 g sugar.

YOU.C1000’s central brand idea is relatively straightforward:

Vitamin C + refreshment + an active lifestyle

Rather than positioning vitamin C exclusively as a medicinal or pharmaceutical supplement, YOU.C1000 has historically presented it as something that can be consumed as part of everyday life.

This is one of the brand’s important differentiators. Academic research on YOU.C1000’s early development specifically notes its positioning as a beverage rather than a medicine, with its liquid format, distinctive citrus flavor and 1,000 mg vitamin-C content contributing to its perceived brand value.

The company’s current mission similarly emphasizes creating innovative, high-quality vitamin beverages and improving health through its products. Its stated corporate values include quality, innovation, achievement, teamwork, honesty and integrity, reliability and trust, and responsibility.

The number 1,000 is arguably the most recognizable element of the brand.

It appears directly in the name:

YOU + C + 1000

The “C” communicates vitamin C, while “1000” communicates the headline quantity of vitamin C in its core products.

This makes the product proposition unusually easy to remember compared with brands whose names do not directly communicate their main functional ingredient.

The company’s official materials consistently emphasize 1,000 mg of vitamin C as the defining characteristic of the Vitamin and Water/Isotonic products.

YOU.C1000 is particularly recognizable for its small glass-bottle format in the classic Vitamin range. Earlier academic research identified the glass bottle as part of the product’s perceived premium character, alongside its fruit flavor and high vitamin-C content.

The visual identity has generally centered around:

• Strong yellow/orange fruit colors
• Large “C1000” branding
• Fruit imagery
• A compact bottle silhouette
• A clean, health-oriented visual language

The newer Water/Isotonic products use larger 500 ml packaging appropriate to their hydration positioning.

One of YOU.C1000’s most distinctive marketing strategies has been its long-running association with Miss Universe and beauty-pageant personalities.

Secondary documentation describes Miss Universe as a major icon associated with the brand since its appearance in the Indonesian market in 2005. Various Miss Universe winners have subsequently appeared in YOU.C1000 advertising campaigns.

This strategy connects the brand with several attributes:

• Beauty
• Health
• Youthfulness
• Confidence
• International appeal
• Indonesian tourism and culture

The strategy has also involved Indonesian Puteri Indonesia titleholders. For example, YOU.C1000’s official YouTube channel published a 2022 campaign featuring Laksmi Shari De-Neefe Suardana, Puteri Indonesia 2022. 3

The following year, the brand’s Vitamin C campaign featured R’Bonney Gabriel, Miss Universe 2022.

YOU.C1000 has also increasingly associated itself with sports and physical activity, particularly through the Isotonic range.

The company has supported events involving sports such as:

• Padel
• MMA
• Golf
• Fitness
• Other athletic competitions

For example, YOU.C1000 was an official title/isotonic-drink partner of the Asia Pacific Padel Cup (APPC) YOU.C1000 Indonesia 2024 in Bali. 4

Its 2025 activities included partnerships surrounding events such as One Pride MMA, golf, fitness events and padel competitions.

This represents a logical evolution of the brand: the original product communicates daily vitamin-C consumption, while the Isotonic line connects the brand with hydration, exercise and active performance.

PT Djojonegoro C-1000 states that its manufacturing facility has obtained:

• ISO 9001
• ISO 14001

The company also states that its YOU.C1000 Vitamin and Isotonic beverages received an official Halal certification from MUI in 2017.

These certifications form part of the brand’s credibility strategy, particularly in Indonesia, where halal status is highly relevant to consumers.

YOU.C1000 can broadly be understood as targeting health-conscious, active mainstream consumers, rather than a narrowly defined medical or sports-nutrition audience.

Its two major product platforms allow it to appeal to somewhat different occasions:

YOU.C1000 Vitamin
→ everyday health and vitamin-C consumption

YOU.C1000 Water / Isotonic
→ hydration, activity and exercise

The brand’s advertising reinforces this lifestyle positioning rather than presenting YOU.C1000 as a conventional pharmaceutical supplement.

YOU.C1000’s marketing can be summarized around several recurring pillars.

1. Functional differentiation

The strongest product message is 1,000 mg vitamin C. This gives consumers a simple reason to recognize and remember the product.

2. Celebrity and beauty association

The use of Miss Universe and Puteri Indonesia personalities gives the brand an aspirational image and creates a link between health, beauty and confidence. 3

3. Indonesian identity

Some campaigns combine international beauty personalities with imagery of Indonesian destinations and culture. This allows the brand to present itself as both internationally recognizable and distinctly connected to Indonesia.

4. Sports and active lifestyle

The Isotonic range provides a natural bridge into sports sponsorship, fitness and athletic events. The company’s recent event portfolio demonstrates this direction. 4

5. Product variety

The four Vitamin flavors—Lemon, Orange, Apple and Mango—give consumers more choice while retaining the same central 1,000 mg vitamin-C proposition.

The brand is operated by PT Djojonegoro C-1000. The company identifies itself as the manufacturer of YOU.C1000 Vitamin C, health beverages and isotonic beverages.

There is some historical variation in secondary sources concerning the Japanese licensing partner’s corporate name. Older academic material refers to Takeda Food Product Ltd., while the current official YOU.C1000 website identifies the licensing company as House Wellness Foods. For a current description, the official company’s designation of House Wellness Foods is the safer reference.

YOU.C1000 is notable because it helped establish high-vitamin-C ready-to-drink beverages as a recognizable consumer category in Indonesia.

Instead of requiring consumers to take a tablet or capsule, the brand packaged vitamin C as a flavored beverage. Its early success also attracted competitors in the broader vitamin/supplement beverage market.

Over time, the brand has consequently evolved from essentially a vitamin-C beverage into a broader health and active-lifestyle beverage brand.

• 2003 — PT Djojonegoro C-1000 is established.
• 2004–2005 — YOU.C1000 is introduced in Jakarta and Bali before broader Indonesian market entry.
• 2005 — YOU.C1000 Vitamin becomes commercially established in Indonesia.
• 2008 — YOU.C1000 Isotonic Drink is introduced, according to secondary documentation.
• 2017 — YOU.C1000 Vitamin and Isotonic products receive MUI halal certification, according to the company.
• 2022 — YOU.C1000 continues its association with Puteri Indonesia through campaigns featuring Laksmi Shari De-Neefe Suardana. 3
• 2023 — The brand runs a Vitamin C campaign featuring Miss Universe 2022 R’Bonney Gabriel.
• 2024 — YOU.C1000 becomes title/isotonic partner of the Asia Pacific Padel Cup Indonesia event in Bali. 4
• 2025 — The brand expands its sports-event presence across padel, MMA, golf and fitness.

1. Home – YOU•C1000
2. YOU C-1000 | S1 | Terakreditasi | Universitas STEKOM Semarang
3. YOU.C1000 Vitamin Drink TVC “Untuk” with Laksmi Shari De Neefe Suardana, Puteri Indonesia 2022
4. APPC YOU.C1000 Indonesia 2024: Sukses Besar di Bali, Tim Indonesia Juara! – YOU•C1000