How Sir Joe has to shake things up in the soda-market.
The Soft-drink market has been under pressure of many years. Sugar, PET (Plastic) and lack of excitement by existing brands are clearly the drivers behind this. New crafty-brands are growing rapidly, better quality and more healthy ingredients. The rise of these small brands are a true risk for the relevancy of Vrumona (an established player in this market for many years with brand like Pepsi, 7UP, Royal Club). What to do? Jasper Spaargaren, at that moment working at Vrumona, advocated that within the current Vrumona-organization this cannot be done. This requires more speed, simplicity and true passion and knowledge for this new products. On the other hand, Vrumona has a great network, expertise and overhead. He came up with the idea to found a semi-separate startup called ‘Sir Joe’. Jasper will reflect on the journey to set-up this venture and how this new structure disrupts also the internal way of working, like a lean-innovation process with no extensive researches anymore, with quick loops and optimizations.