Britvic Soft Drinks is giving squash range Robinsons a makeover ­ the brand's first new look since 1997. The idea behind the new labels, according to Britvic, is to give a clearer idea of the brand's values. So there will be more prominence given to the fruit content set against different backgrounds (for example, a summer garden for Original and a barley field for Fruit & Barley). A checklist of sugar, sweeteners and vitamin content has been added. And different colour caps have been added to help consumers differentiate between the sub brands. The new look will appear on all Robinsons Original, Special R and Fruit & Barley flavours. Cathryn Sleight, Britvic's director of brand marketing, said: "Our commitment is to keep our trusted and traditional brands fresh whilst innovating with new flavours to create excitement and drive the category." {{MARKETING - P&P }}