Old Brand, New Tricks
By Elaine Pofeldt

(FORTUNE Small Business) – Does nostalgia sell? Two high-powered former execs are betting on it. Mike Weinstein and Brian O'Byrne, former CEOs of Snapple Beverage Group and Yoo-hoo/Orangina Beverage, respectively, recently relaunched No-Cal, a pioneer in sugarless soft drinks when it hit the market in 1952. As competition from Tab and other rivals bubbled up in the 1960s, No-Cal sales went flat, and it disappeared from stores--until recently, when the duo, based in Rye, N.Y., relaunched the brand. The taste isn't exactly retro: The old recipe had long faded into obscurity, so they formulated their own flavors--cherry lime, chocolate, clementine, vanilla cream. And the bottle may look retro, but it's vintage 2005. "The idea wasn't about bringing back an old brand," says Weinstein. "It was a way to do a retro soda without having to call it 'diet.' It has a fabulous name for describing exactly what it is."

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.