It is shown that by properly designing the spatial dependence of the nonlinearity it is possible to induce long-living Bloch oscillations of a localized wavepacket in a periodic potential. The results are supported both by analytical and numerical investigations and are interpreted in terms of matter wave dynamics displaying dozens of oscillation periods without any visible distortion of the wave packet.PACS numbers: 03.75Kk, 03.75Lm, 67.85.HjThe phenomenon of Bloch oscillations (BO), predicted by Bloch in 1928 in his celebrated paper on the dynamics of a band electron in a steady electrical field [1], represents a problem of non exhausted interest. Besides solid state physics, where the phenomenon has been observed only in recent times after the development of the superlattice technology [2], it is now possible to observe BO also in other fields such as nonlinear optics, using light beams in arrays of waveguides [3] or in photorefractive crystals [4], and atomic physics, using Bose-Einstein condensates (BEC) loaded in optical lattices (OLs) [5,6,7]. Apart its fundamental significance, the interest in BO arises mainly from perspectives of their practical applications. In this context we mention the use of BO for metrological tasks, including relatively precise definition of h/m [8] and measurement of forces at the micrometer scale like the Casimir-Polder force [9] and the gravity [10]. Recently, BO were also suggested as a tool for controlling light in coupled-resonator optical waveguides [11]. In these physical contexts BO have been observed mainly in the linear (as first proposed by Bloch) or quasi linear regimes (where the nonlinearity introduces quantitative but not yet qualitative changes). The present experimental settings (both in nonlinear optics and in BECs), however, allow for attaining essentially nonlinear regimes quite easily, this actually being a desirable condition for applications involving localized states.The fact that BO can exist in presence of interactions (nonlinearity) was first recognized in the context of nonlinear discrete systems [12]. For periodic continuous models of the nonlinear Schrödinger (NLS) type, such as ones describing matter waves in OLs, the existence of BO becomes more problematic because of nonlinearity induced instabilities in the underlying linear system. These instabilities can be simply understood by observing that in a usual OL at the edges of an allowed band the effective mass has always opposite signs. This implies that if a Bloch state is modulationally stable (in presence of a constant nonlinearity) at one edge of the band, it must be necessarily unstable at the other band edge [13]. Nonlinearity induced instabilities have been extensively investigated both theoretically [13,14] and experimentally [15]) and have been identified as primary cause for the short life-times of BO of matter waves (the oscillation survives only a few cycles) observed both in numerical [16] and in real experiments [15].In this Letter we show that by properly controlling the instabiliti...