Kodak VR film, released in the early 80s was a consumer film with modest contrast and color saturation and gave a natural look, similar to the Portra films of today. But at the the time it was on the market, up-and-coming Fuji was selling films with higher color saturation, but not necessarily natural colors, that was liked by the public.
So Kodak eventually countered with the VR-G and Gold films that had higher saturation than VR, and natural colors. Not to be outdone Fuji came out with the original Reala that was supposed to see color "the way the eye sees it" with the addition of a fourth color layer, yet had slightly enhanced colors but with pleasing contrast.
About that time, Kodak hit the market with the original Ektar, touted as having the finest grain and highest resolution.
This competition resulted in what photo magazines were calling "film wars" among the manufacturers. Agfa, Konica, and others were also joining the race for films with more natural and/or enhanced colors, and sharper images.
Similar things were happening in the color slide world. The 80s was an exciting time for color film lovers like me!