Netherlands: Vrumona takes majority stake in Ranja and Limeau brands

Vrumona, a Dutch soft drinks firm, is entering the syrups category with a 51% stake in the cordial brands Ranja and Limeau.

Manufactured since 1921, Ranja syrups are available in strawberry, orange, raspberry and reine claude (greengage flavours). They are promoted as “real” and “pure” syrups that are free from artificial sweeteners, colours and preservatives.

Advertised as “syrup from Amsterdam”, Limeau syrups come in Cranberry, Ginger Ale and 4 Fruits varieties and are sold in bottles with minimalist branding.

Based in Bunnik, Vrumona is a Heineken subsidiary producing soft drinks under brands such as Royal Club, Crystal Clear, SiSi, Rivella, and Sourcy.  It also has licence agreements to manufacture products under the Pepsi, Rivella, 7Up and Mountain Dew brands.

Commenting on the deal, Vrumona general manager Murk Spits said: “We are incredibly proud of our association with Ranja and Limeau. Ranja is one of the best known and most iconic soft drinksbrands in the Netherlands! For many Dutch people it is synonymous with home-made soft drinks. The brand has enormous growth potential. It has certainly not escaped our attention that the brand has been revived by the collaboration between Nederlands MerkGoed and Burg Groep. This has made it future-proof”.

Source: Levensmiddelenkrant / Heineken / Limeau / Ranja