A spokeswoman for Britvic said the group is looking to better address the needs of parents and children by up-dating the brand and strengthening its connection to its core audience.
A packaging overhaul will be supported by a campaign scheduled for early 2009, although Britvic would not confirm details of the activity.
The company recently unveiled a 14% profits rise, which it attributed to the success of brands such as Pepsi and Robinsons. Fruit Shoot has also been a strong performer for the company; according to Britvic, it is the number one- selling children's FMCG brand, and this year exceeded the £100m sales mark for the first time.
Industry analysts have suggested that the increase is due to the decline of premium drinks such as smoothies as consumers opt for cheaper alternatives.
In September, smoothie brand Innocent suffered a 21% slump in like-for-like value sales, which fell to £27.3m in the 24 weeks to 7 September, according to TNS.
Earlier this year, Britvic appointed iD to handle an experiential campaign for Fruit Shoot H20, which promoted the drink's health credentials to parents and encouraged children to try the drink in sampling activity at family attractions including safari parks, zoos and beaches.
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