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."

For web links to the products and companies in these stories and to give us feedback, visit fsb.com.

Market indexes 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. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.
Market indexes 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. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.