Vrumona

Royal Club, Sourcy, Crystal Clear, Ranja and SiSi: just some of Vrumona’s leading brands. In addition, Vrumona – part of Heineken – is a licensee and supplier of Pepsi, Rivella and 7UP. Especially with Pepsi, Rivella, Royal Club and Crystal Clear, Vrumona achieved great success in recent years. An enormous growth with the sugar-free variant of Pepsi Max, for example. But also by successfully marketing Royal Club and Rivella – in particular Royal Club Ginger Beer and Rivella Pineapple: based on retail sales, the most successful innovations of 2020 – Vrumona may call itself a forerunner in the ‘adult soft’ segment.

An entrepreneurial, ambitious organization where employees are committed to being the best category partner for major retailers, while contributing to a world where healthy lifestyles and sustainability go hand in hand.

Last year was a challenging one for Vrumona. The company’s on-trade arm came to a complete standstill. In direct contrast, the retail branch was doing well and gaining market share. Last year, the company established a new category vision, marking the transition to a more category-driven organization. The Senior Category Manager is developing the foundation for a strategic partnership with Albert Heijn, in which the starting point is to grow the soft drink category significantly together.