For more than 50 years, Roosvicee offeres high quality healthy and tasty syrups and fruit drinks to consumers in Holland. All products made by Roosvicee are based on the best quality fruits, and of course rosehip. Many people have grown up with Roosvicee and many households still consume Roosvicee today. A perfect complement to a healthy daily diet.
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How It All Began
In 1904, Dirk Hendrik Recter started a drugstore in Veenendaal. The business grew steadily in fact it went so well that in 1932 the Recter family decided to establish a production facilty ( the Recter Fabrieken) focused on the production of cough syrup and vinegar essence .
Made From Rosehip For Extra Vitamin C
In the 1950s, after the Second World War, there was an apparent shortage of fresh fruit and vegetables in the Netherlands. Recter exploited this opportunity by introducing a delicious an healthy fruit cordial (syrup) on the market based on rosehip (rozenbottel in Dutch), red currant, raspberries, tomatoes and with vitamin C under the brand name “Rovicé”. The name was a contraction of' the two main ingredients: “rozenbottel (rosehip) “and' vitamin C '. The company managed to increase consumer awareness in understanding that rosehip contain extremely high concentrations if vitamin c, more than 30 times than oranges!
Healthy Refresing Beverages Innovator
In 1974, Recter announced a merger with Intec BV, a daughter company of Akzo Consumenten Produkten Nederland BV. Subsequently, Akzo Consumenten Producten was sold to Sare Lee in 1987. At the end of the 1990s, Sara Lee Douwe Egberts initiated a reorganization and emphasized to focus more on its core business: coffee, tea and household & personal care products. In 1990 CSM acquired a portfolio of non-core brands from Sara Lee including King, Rang, Droste, Venz, California and of course Roosvicee. Almost a decade later in 2000, CSM sold its entire consumer food division - De Ruijter and Venz (chocolate sprinkles), Karvan Cévitam and Roosvicee (syrups and cordials), Honig (dried soups, sauces), Brinta (breakfast porridges) and HAK (canned fruit and vegetables) - to American food giant HJ Heinz. In spite many turbulent years under different ownerships, Roosvicee continued to innovate and bringing healthy and refreshing beverages to the market including Multivit syrups (1997), Roosvicee mini packs (1998), MuliVit carton drinks 1 liter (2000), Spongebob fruit drinks (2003), Roosvicee 50/50 (2006).
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