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Robinsons Fruit Shoot has broken through the £100m sales barrier, consolidating its lead as the largest Fast Moving Consumer Goods (FMCG) kids’ brand and kids’ favourite soft drink.

As of June 2008, the Fruit Shoot brand (including pure juice Fruit Shoot 100% and flavoured water Fruit Shoot H20) was valued at £101.4m. The brand has achieved significant growth as it was valued at £73m in 2006.

The Britvic-owned brand has grown consistently year on year, achieving 11.2% growth in the last 12 months.

Fruit Shoot’s Senior Brand Manager, Noel Clarke said: “This puts Fruit Shoot, the kids’ favourite drinks brand in the elite club of £100m+ brands. Fruit Shoot has grown through a focus on innovation with the launch of Fruit Shoot H20 in 2006 and Fruit Shoot 100% pure juice in 2007. These new variants have added significantly to the brand’s value while the core Fruit Shoot range has grown organically, through increasing popularity with mums and kids.

“Britvic will be putting further marketing investment behind the brand in the next 18 months to accelerate growth and are currently looking at further innovation to secure the brand’s place in the premier league of FMCG brands. ” * Fruit Shoot is a juice drink designed especially for kids, packaged in a brightly coloured sports bottle. The Fruit Shoot range is available in a variety of regular and no added sugar flavours and comes in two pack sizes – 200ml and 300ml. * Fruit Shoot 100% is a pure juice for kids, with each bottle counting as one of the five recommended daily portions of fruit and vegetables. It is available in orange, apple and apple blackcurrant and contains no ‘bits’. * Fruit Shoot H2O is a sugar-free flavoured water designed specifically for children’s palates. Packaged in 300ml clear bottles, the range is available in blackcurrant, orange and apple flavours.