Britvic is set to relaunch its Robinsons Fruit Shoot range with a packaging redesign by Brandhouse. The redesign, thought to form part of Britvic marketing director Simon Stewart's plans to shift Britvic's £50m marketing strategy away from a traditional approach, will include a new bottle and outers, as well as pack graphics. Each flavour will feature image collections thought to reinforce a sense of personalisation and customisation, as a way of expression in a world where children are increasingly protected. The previous design, understood to have been created by Jones Knowles Ritchie, which was brought on board in 2002, featured fruit. Brandhouse, which has also worked on Tango, designed the original look for Fruit Shoot when it launched in 2000. It has since become Britvic's top-selling children's brand. The group is thought to have won a competitive pitch last year, renewing its Britvic relationship.