Britvic has claimed that its Robinsons Fruit Shoot brand has become one of the UK's largest children's food and drink brands, after breaking through the GBP100m (US$182m) sales barrier.

As of June, the Fruit Shoot brand was valued at GBP101.4m - up from its 2006 value of GBP73m, Britvic said earlier this week.

The brand has grown consistently year on year, achieving 11.2% growth in the last 12 months, the company said.

"This puts Fruit Shoot in the elite club of GBP100m+ brands," said Fruit Shoot's senior brand manager, Noel Clarke. "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."

Britvic said it will be putting further marketing investment behind the brand in the next 18 months to accelerate growth and is currently looking at further innovation to secure the brand's place in the "premier league of FMCG brands".