Soft drinks company Cott Beverages is to relaunch Ben Shaws in the UK, backed by a "nostalgic" marketing campaign for the brand.

To launch this month with new packaging and a PR and marketing campaign, Ben Shaws was the first company in Europe to produce soft drinks in cans in 1959, Cott said today (20 July).

Flavours will include cloudy lemonade, cream soda, dandelion & burdock and bitter shandy, and stockists include selected Sainsbury's, regional Asda stores, Somerfield, The Co-Operative, Booker, Bestway, Batleys and Nisa Today.

Mark Edge, senior brand manager for Cott UK said: "It's wonderful to work on a brand with such a fantastic history, and it's this heritage that we've incorporated into our new packaging for Ben Shaws."

Cott said the designs feature old photographs taken from the Ben Shaws archives, which the company hopes will tap into the consumer trend for retro packaging.

Cott Corporation swung from loss to profit in the first quarter of this year, with net profits for the three months to the end of March coming in at US$20.8m, compared to a loss of $20.9m in the corresponding period a year ago.

The turnaround came despite a slight dip in sales, to $367m from $389.7m.