| Extra info | n June 16, 1945 Anton van Dam (1915-1956) founded N.V. Vitam Vruchtenproducten Maatschappij . The structure of the company, based on the wide Doelen in Utrecht , the cooperation of several hundred small independent soft drink manufacturers. Vitam would manufacture the products such as fruit juices and lemonades central. Participating manufacturers were the shareholders and then each would resale of these products and distribution assume.
Van Dam knew as an employee of a lemonade engineering the problem of many small independent soft drink producers. The smaller suppliers could with a central production also maintain their competitive position.
The name of the company was in May 1947 changed to N.V. Bedrijfscentrale voor het Koolzuurhoudende Alcoholvrije Drankenbedrijf (aka KAD).
Due to problems in obtaining sugar - that would continue until November 1948 KAD only produced a fruit lemonade. It was a pineapple lemonade under the brand name Vrumona which the main ingredient - sweetened pineapple juice - was involved in Suriname . Production was shortly afterwards juice Vrumona started under the brand name (for juice no sugar was needed).
In November 1948 in Bunnik started the construction of a new plant. In the same month, the KAD signed its first license with the Pepsi-Cola Company. agreement The aim was to work with the shareholders of KAD for the creation of a number of regional Pepsi-Cola bottling companies, the example of the Coca-Cola Bottling Companies . The shareholders of KAD were not wealthy enough. A Pepsi-Cola bottling company for Rotterdam and surroundings, in which twelve Rotterdam Central KAD Company shareholders should participate, did not materialize.
To maintain the Pepsi-Cola Company licensing, KAD founded in 1950, N.V. Haagse Koolzuurhoudende Alcoholvrije Drankenonderneming (Hakado) with five of the shareholders of The Hague . Hakado was a sales combination for Pepsi-Cola in the Hague region financially supported by KAD. With 1950 sales of Pepsi-Cola launched in February. The bottles Pepsi-Cola were from the new plant in Bunnik, which was still largely under construction. The interior of this plant came in close cooperation of specialists from Pepsi-Cola created.
KAD suffered a lack of money in the hands of the brewers Heineken and Amstel , who were interested in the Pepsi-Cola license. In October 1950 Anton van Dam came with the brewers agreed to bring the plant in Bunnik into a joint venture; half of the shares of Company Central KAD and the other half for Heineken and Amstel.
Heineken and Amstel already had a joint venture in the field of soft drinks and fruit juices under the name Polar Vruchtensappenfabriek N.V. in Maastricht . The production of this company was moved in early 1951 to Bunnik. On February 28, 1951 the shareholders of KAD approved the new construction. NV Polar and served as a preliminary vehicle for joint soda production of Heineken (25%), Amstel (25%) and KAD (50%).
The new plant was officially inaugurated on June 21, 1951. Van Dam was Director as co-director Kees Becht (1917). Becht was the owner of a juice factory in Bergen op Zoom - founded by him in 1946 B3 Vruchtensappen-Industrie N.V-. CJ Becht & Sons, produced fruit juices including orange lemonade Si-Si . In bringing together Business Central KAD and the two brewers Becht fulfilled the role of intermediary.
Becht brought the use of his mark Si-Si in the joint venture between Heineken, Amstel and KAD. In May 1951 Vrumona orange brand was replaced by Si-Si, Vrumona cassis was Cas-Si. The production of Vrumona juice was terminated; B3 was apple juice and tomato juice from May 1951 delivered to the shareholders of KAD by B3 Vruchtensappen-Industrie N.V. The first two years closed the joint venture with negative results off. These losses led helps keep Amstel withdrew in late 1952.
Heineken and KAD founded by January 15, 1953 a new joint venture called Vrumona NV, which both sides had half the shares.
Drink orange Si-Si (from June 1956 also available in a family 75cl bottle) became the main product. Given the importance of brand Si-Si took Vrumona NV on January 1, 1955 NV Wed. CJ Becht & Sons over. As of September 1, 1961 Vrumona NV also took B3 Vruchtensappen-Industrie N.V .
On October 1, 1961 a bottling license for the soft drink Seven-Up acquired through the acquisition of Seven-Up Bottling Company Amsterdam NV. Was This company had the exclusive manufacturing and sales rights of Seven-Up for the provinces of Noord-Holland , Zuid-Holland (with the exception of Rotterdam and surroundings) and Utrecht .
With the acquisition of Seven-Up Bottling Company North NV Assen Vrumona also acquired the license rights for Groningen , Friesland and Drenthe (May 1, 1964). The company that Seven-Up had rights to Rotterdam area, Handel Maatschappij NV v / h JC Tims could be incorporated by Vrumona until January 1, 1969. As a shareholder of Company Central KAD Tims was involved in the sale of Si-Si and other Vrumona products in Rotterdam and surroundings, and distribution since 1959 while the Company Central since 1961 played a coordinating role in the sale of the Tims products and distribution Royal Club tonic , ginger ale and soda water outside Rotterdam. With the acquisition of Tims (January 1, 1969) Vrumona acquired an expansion of its Seven-Up distribution and an important brand to complement the portfolio. The Joy brand had a nice assortment off fruit limonades that consisted of sinas, lemon, cassis, apple juice, and under the name Pommex, a jus d'orange.
In 1969, the Tims family sold their company to Vrumona, who had been co-producing Royal Club since 1963. Respecting the brand’s traditions, Vrumona continued producing and selling Royal Club.
The exclusivity of the distribution rights of the shareholders of Company Central KAD comes in the fifties and sixties under pressure especially in the retail channel. The shareholders of KAD entitled under the Cooperation Agreement in 1951 in this channel their exclusive sales. They oppose direct deliveries by Vrumona to distribution of chain stores and voluntarily affiliate companies, making the market remained in the retail channel.
Vrumona director Anton van Dam supported the demands of the shareholders of Company Central KAD. After the death of Anton van Dam on November 9, 1956, the way was open for change. Compensation payments were early sixties introduced for shareholders when for example, was delivering directly to a food wholesaler in their territory. Vrumon
In 1965 Heineken forcing a restructuring involving KAD disappeared and made ??way for KAD Foundation. Off Shareholders of KAD could exchange their shares against share certificates Vrumona. On August 7, 1967 were the certificates of shares Vrumona freely tradable and joined Vrumona increased to the at exchange traded unlisted securities. Heineken acquired a large number of certificates and released on March 4, 1968 a public offer for all outstanding depositary shares Vrumona. Virtually all certificate holders accepted the offer so Vrumona became a wholly owned subsidiary of Heineken on October 1, 1968.
. |
|