Senior business leaders have launched a new push for constructive British engagement with the European Union, focusing on the need to encourage the process of liberalisation.

Monday saw the launch of a new campaign group, Business for New Europe, backed by a range of City luminaries.

The organisation, launched on the 20th anniversary of the first reading in the House of Commons of the Single European Act, aims to promote "a positive case for reform in Europe".

Previous attempts have met with mixed success - following the No votes in EU constitutional referendums in France and the Netherlands, Britain in Europe effectively brought an end to its campaigning activities.

But Zaki Cooper, director of BNE, sought to put more emphasis on less controversial issues such as the benefits of the single market.

A YouGov poll of business leaders, published to mark the campaign launch, found that 68 per cent thought the single market has been good for British businesses, while only 12 per cent disagreed.

Surprisingly, however, 18 per cent said that, from "the point of view of their business", they did not want Britain to remain a member of the EU.

"These results are encouraging, and demonstrate there is widespread support amongst UK business leaders for much of what the EU has achieved, as well as the UK's effective membership of the EU," said Cooper.

"It also shows that business leaders support continued expansion of the single market, which is why BNE will be pushing for an accelerated economic reform agenda.

"We also wish to engage the business community on Europe and will be consulting more widely with UK business about the EU over the coming months."

Sir Stephen Wall, a former EU adviser to Tony Blair, will become vice-chairman of the new group.

Other members of the body's advisory council include Centrica chairman Roger Carr, Reuters chairman Niall FitzGerald, London Stock Exchange chairman Chris Gibson-Smith, and WPP chief executive Sir Martin Sorrell.

"It is important that there should be a robust business voice positive about the UK's role in the EU, and championing the economic reform agenda," said FitzGerald.

"That is why I welcome the formation of BNE which will go above and beyond party politics.

"It is a signal that, with the euro and the constitution not on the agenda at the present time, there are plenty of issues at European level which are of paramount concern to UK business."

Sir Martin added: "Business for New Europe is the right organisation at the right time. We should be proud of Europe’s many achievements for business, but there needs to be greater reform and liberalisation."