I used Kodak VR 100 until VR-G came out (1987), and the VR films definitely had less contrast and saturation than the VR-G and Gold films later did. It was more like the VPS professional films then, and Portra films today.
After many years of Kodak consumer films having a modest, natural look, Kodak upped the contrast and saturation in response to the Fuji films of the day selling well that had much brighter colors. Kodak finally learned consumers wanted "pop" in their snapshots. This started the "film wars" of the 80s and 90s that saw other manufacturers such as Agfa and Konica also jumping on the pop bandwagon.