Vrumona
Vrumona B.V. is a Dutch beverage manufacturer and distributor that supplies soft drinks, waters, juices, and syrups to the Dutch hospitality sector through a B2B field sales model. It operates as PepsiCo's Netherlands license partner and is a subsidiary of Royal Unibrew.
- Company typePrivate
- Founded1945
- HeadquartersBunnik, Netherlands
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Vrumona does
Vrumona B.V. is a Dutch beverage manufacturer and distributor headquartered in Bunnik, Netherlands, founded in 1945 and currently operating as a wholly-owned subsidiary of Royal Unibrew (acquired from Heineken in September 2023). The company manufactures, bottles, and distributes soft drinks, waters, juices, and syrups to the Dutch hospitality (horeca) sector through a B2B field sales model with dedicated account managers, supplemented by inside sales support. Vrumona holds the PepsiCo license for the Netherlands and distributes a portfolio of A-brands including Pepsi, Rivella, Royal Club, Sourcy, Lipton Ice Tea, 7UP, Crystal Clear, Extran, and SiSi, alongside craft sodas (Double Dutch, Russell & Co) under the Sir Joe business unit, hard seltzers (GiG Drinks), and a 51% majority stake in syrup brands Ranja and Limeau acquired in April 2024.
Vrumona's business model centers on B2B beverage supply to restaurants, cafés, bars, sports canteens, and grand cafés, with revenue streams from branded soft drink sales, equipment installations (postmix dispensing systems with bag-in-box syrup packaging, cooling equipment), branded merchandise, and professional consulting services. The company employs approximately 350+ people and reports that more than 64% of its beverages sold are low-calorie options, with a stated milestone of reducing 1 billion sugar cubes from its soft drinks versus a 2015 baseline by June 2021. Pricing is conducted through personalized contracts with account managers offering volume discounts and smart pricing tailored to each hospitality establishment.
Technically, Vrumona operates a production facility in Bunnik and distributes through direct field sales to Dutch hospitality businesses. The company has developed proprietary digital tools including the Friskaart drink menu tool (for customized hospitality menus), a branded clothing ordering tool, and the Mijn Vrumona customer portal. Its distribution strategy leverages the PepsiCo licensing partnership for brand reach, while maintaining distinct operational control over sales, installation services, and equipment maintenance for postmix installations across the country. The company holds the Out of Home Awards 2019 recognition as number 1 cold beverages supplier in the Sport & Leisure channel.
Vrumona firmographics
Firmographics- Name
- Vrumona
- Legal name
- Vrumona B.V.
- Website
- https://vrumona.nl
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Vrumona B.V. is a Dutch beverage manufacturer and distributor that supplies soft drinks, waters, juices, and syrups to the Dutch hospitality sector through a B2B field sales model. It operates as PepsiCo's Netherlands license partner and is a subsidiary of Royal Unibrew.
- Ownership category
- akta.pro rank
Vrumona industry classification
Industry- Product category
- Non-alcoholic beverages (soft drinks and mineral water)
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
- akta.pro secondary industries
- Coffee & Tea Concentrates, Syrups & Extracts (CRADAHAI), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
Keywords
Where Vrumona is headquartered
LocationHeadquarters
- HQ city
- Bunnik
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Vrumona business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- B2B Soft Drink Sales: Primary revenue from manufacturing and distributing soft drinks, waters, and juices to hospitality businesses (horeca) including restaurants, cafés, bars, sports canteens, and grand cafés. Products sold include A-brands like Pepsi, Rivella, Royal Club, as well as craft sodas and postmix syrup solutions.
- Equipment & Appliance Services: Revenue from postmix installations, cooling equipment (koelbuffet, horeca koelkast), and beverage vending machines. Includes professional installation, maintenance services, and related support for hospitality establishments.
- Branded Merchandise & Apparel: Sale of branded workwear and clothing items through the Vrumona clothing tool, allowing hospitality businesses to order T-shirts, polo's, shirts, sweaters, jackets, and aprons with establishment branding.
- Professional Services & Consulting: Advisory services for hospitality businesses including assortment optimization, pricing strategies, and contract management. Account managers provide personalized service including volume discounts and smart pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Volume-based pricing for hospitality businesses |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Vrumona product offering
Product offeringCore offering
Vrumona manufactures, bottles, and distributes a broad portfolio of soft drinks, mineral water, juices, syrups, and craft sodas to the Dutch hospitality sector under both owned brands (Rivella, Royal Club, Sourcy, Crystal Clear, Extran, SiSi, GiG Drinks, Double Dutch, Russell & Co) and licensed brands (Pepsi, 7UP, Lipton Ice Tea). Alongside beverages, Vrumona supplies postmix bag-in-box dispensing equipment, professional cooling units, and proprietary digital tools (Friskaart drink menu tool, Kledingtool branded apparel tool, Mijn Vrumona customer portal), bundled into personalized contract offerings managed by dedicated field account managers.
Product overview
Vrumona is the number 1 healthier soft drink supplier in the Netherlands, offering a broad portfolio of A-brands and craft sodas. The company provides beverages ranging from healthier options (Rivella, Sourcy, Pepsi MAX) to adult-oriented drinks (Royal Club, Double Dutch) and craft sodas (Sir Joe portfolio). Vrumona's product portfolio includes core brands like Rivella, Royal Club, Pepsi, Sourcy, Sourcy Vitaminwater, Lipton Ice Tea, 7UP, Crystal Clear, Extran, SiSi, GiG Drinks, and Ranja. The craft soda segment under Sir Joe features Double Dutch and Russell & Co. Beyond beverages, Vrumona offers equipment services including postmix installations, cooling equipment, and digital tools for menu customization and clothing ordering. The company serves the hospitality sector (horeca) including restaurants, cafes, sports canteens, and grand cafes.
Differentiator
Problem solved
Functional benefit
Brands
- Rivella: Gezonde frisdrank met slechts 5 kcal per 100 ml.
- Royal Club
- Pepsi
- GiG Drinks
- Sourcy
- Sourcy Vitaminwater
- Lipton Ice Tea
- 7UP
- Crystal Clear
- Extran
- SiSi
- Ranja
- Sir Joe
- Double Dutch
- Russell & Co
Products and services
- Rivella Low-calorie soft drink with only 5 kcal per 100 ml, positioned as a healthier refreshment option within the Vrumona portfolio. Sold primarily to Dutch hospitality operators via field sales.
- Royal Club Adult-oriented soft drink brand since 1939, offering flavored variants and mocktails for non-alcoholic trends and as mixers for cocktails. Sold to Dutch hospitality operators via field sales.
- Pepsi (licensed)
Quantifiable outcome
- 64%+ of sold beverages are low-calorie drinks
- +3 more outcomes
Companies that use Vrumona
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Vrumona technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Vrumona partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- PepsiCocoreVrumona is PepsiCo's license partner in the Netherlands, producing and distributing Pepsi products. Pepsi and Vrumona jointly launched the 'Better With Pepsi' MEALS campaign - the largest 360-degree campaign in years spanning TV, online, retail, and hospitality.
- Ranja & LimeaucoreVrumona acquired 51% majority stake in syrup brands Ranja and Limeau. Ranja is one of the oldest lemonade brands in the Netherlands (1921), now positioned as natural syrup without artificial additives. Limeau is a biological premium syrup targeting young adults with complex flavors like Limeau Ginger Ale and Limeau 4 Fruits. This gives Vrumona access to the syrup category.
- Diergaarde BlijdorpminorVrumona partnered with Rotterdam Zoo and plastic recycler Morssinkhof Rymoplast for an innovative PET bottle collection pilot. Visitors can return small plastic bottles in a reverse vending machine, with rewards for recycling. The initiative creates awareness that PET is a resource, not waste.
- Morssinkhof RymoplastminorPlastic recycler partner in the Diergaarde Blijdorp PET collection pilot. Critical for achieving clean PET streams necessary for food-safe recycling into new bottles.
- Feestfabriek (Zwarte Cross / Mañana Mañana)minorProud partner of the Feestfabriek, known for Zwarte Cross and Mañana Mañana festivals. Together developed approaches to collect and recycle more waste, including removing brand logos from plastic cups for better recyclability.
- Limes Bubble BarrierminorRivella supports the Limes Bubble Barrier initiative in Katwijk - a citizen initiative to combat plastic pollution. The bubble barrier captures plastic waste in waterways before it reaches the sea, involving municipalities, water boards, and Coast Busters foundation.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Vrumona competitors and assessment
Company assessmentDirect peers
- Britvic plc: UK-headquartered branded soft drinks manufacturer and distributor (PepsiCo bottler for GB; brands include Robinsons, Tango, J2O, Teisseire). Closely comparable to Vrumona in business model: branded soft drinks portfolio, Pepsi bottling/license, horeca/retail dual channel, and similar employee scale.
- AG Barr plc: Scottish branded soft drinks company (Irn-Bru, Rubicon, Strathmore). Similar to Vrumona as a regional branded CPG soft drinks operator with a defined home market, mix of owned heritage brands and licensed brands, and emphasis on healthier reformulation.
- Refresco Group: Largest independent beverage solutions provider in Europe, focused on private-label soft drinks and juices across multiple geographies. Comparable to Vrumona in beverage manufacturing capabilities, bottling footprint, and European horeca/retail distribution, but more private-label and less brand-led.
Broad incumbents
- Coca-Cola Europacific Partners: The Coca-Cola Company's primary bottling and distribution partner across Western Europe, including the Netherlands. Directly comparable channel competitor to Vrumona in Dutch horeca and retail; offers overlapping portfolio (Coca-Cola, Fanta, Sprite, FuzeTea, Chaudfontaine).
- Royal Unibrew A/S: Danish-listed multi-beverage group that has been Vrumona's parent since September 2023. Operates branded soft drinks, beer, and water across Scandinavia, Baltics, Italy, France, and Canada. Comparable as a multi-country branded beverage operator with similar category mix and horeca focus, but at materially larger scale.
- Monster Beverage Corporation: Global energy drink leader. Comparable to Vrumona as a major non-carbonated beverage competitor with strong horeca presence and similar target demographics, but with a much narrower category focus and global footprint.
- Suntory Beverage & Food Europe: European arm of Suntory's soft drinks business (Lucozade Ribena Suntory in UK/Ireland, Orangina Schweppes in continental Europe). Comparable to Vrumona as a multi-brand European soft drinks platform with horeca/retail coverage and category adjacency in juices, water, and functional drinks.
- Asahi Europe & International: European beverage arm of Asahi Group Holdings (Soft drinks, beer, cider). Comparable to Vrumona in multi-category beverage portfolio management and European horeca distribution, but with a much broader geographic footprint.
Emerging players
- Fevertree Drinks plc: UK premium mixer brand. Comparable to Vrumona's Sir Joe craft soda unit (especially Double Dutch) as a premium on-premise mixer play targeting the no/low-alcohol and craft cocktail trend, with overlapping horeca customers.
- Cott Corporation: North American and European private-label beverage manufacturer (water, soft drinks, coffee). Comparable to Vrumona in bottling and beverage production capabilities, though Cott's revenue mix is heavily private-label versus Vrumona's brand-led model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Vrumona social profiles
Digital presenceVrumona financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vrumona leadership team
Management profileNumber of profiles
Profiles5 records
Vrumona subsidiaries and ownership
Company hierarchySubsidiaries2 records
Vrumona funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vrumona M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vrumona
What does Vrumona do?
Vrumona manufactures, bottles, and distributes a broad portfolio of soft drinks, mineral water, juices, syrups, and craft sodas to the Dutch hospitality sector under both owned brands (Rivella, Royal Club, Sourcy, Crystal Clear, Extran, SiSi, GiG Drinks, Double Dutch, Russell & Co) and licensed brands (Pepsi, 7UP, Lipton Ice Tea). Alongside beverages, Vrumona supplies postmix bag-in-box dispensing equipment, professional cooling units, and proprietary digital tools (Friskaart drink menu tool, Kledingtool branded apparel tool, Mijn Vrumona customer portal), bundled into personalized contract offerings managed by dedicated field account managers.
Is Vrumona a public or private company?
Vrumona is a private company. It is classified as corporate owned and is currently operating.
When was Vrumona founded?
Vrumona was founded in 1945. It employs 251 to 500 people.
Where is Vrumona based?
Vrumona is headquartered in Bunnik, Netherlands, in the Europe region.
How does Vrumona make money?
Four revenue lines are on record. B2B Soft Drink Sales are the primary driver. The others are equipment & Appliance Services, branded Merchandise & Apparel and professional Services & Consulting.
Who are Vrumona's main competitors?
Direct peers on record are Britvic plc, AG Barr plc and Refresco Group. Broad incumbents are Coca-Cola Europacific Partners, Royal Unibrew A/S, Monster Beverage Corporation, Suntory Beverage & Food Europe and Asahi Europe & International. Emerging players are Fevertree Drinks plc and Cott Corporation.
Does Vrumona have an API?
No public API is recorded for Vrumona.
What industry is Vrumona in?
Vrumona's product category is Non-alcoholic beverages (soft drinks and mineral water). Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks), with a secondary code of CRADAHAI, Coffee & Tea Concentrates, Syrups & Extracts. Its NAICS code is 312111 and its SIC code is 2080.