“Vers Lekker” (Fresh and Delicious) is the new brand promise of Joppie Saus. The brand promise emphasizes Joppie’s two most important characteristics and distinguishing values. In the first place, it tells the consumer that Joppie is a fresh sauce and can be found in the refrigerator. With this tagline we invite people to give Joppie Sauce a try. It tells the consumer about a fresh sauce from the cooling section and at the same time indicates a new type of tasty: Fresh and Delicious. It tells the consumer about a fresh sauce that should be cooled in the fridge and at the same time indicates a new type of taste: Fresh and Delicious.