Lyle’s is removing the logo of a dead lion swarmed by bees on bottles of its golden syrup amid a rebrand.
The logo, which has been used across the brand’s packaging for more than 150 years, has been replaced with a new, more friendly-looking lion face and just one bee – marking the first full change since its inception in the 19th century.
The golden syrup tins will still continue to use the traditional logo, however its ‘squeezy’ bottles and its website use the new branding in a bid to appeal to a 21st century audience.
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In 2006, Lyle’s Golden Syrup was recognised by the Guinness World Records for having the world’s oldest unchanged brand packaging. The original design is thought to have been invented by the brand’s founder, Abram Lyle, Mail Online reported.
As he was religious, the logo included the biblical quote “out of the strong came forth sweetness”, which refers to the story of Samson who killed a lion with his bare hands.
When returning days later, he found a swarm of bees had created a hive in the lion’s body and took honey from it to feed to his parents.
The company produced a limited-edition tin to celebrate The Coronation of His Majesty The King and Her Majesty The Queen Consort in April last year. In that case the logo was replaced with an image of growing vines, flowers and apples.
Lyle’s Golden Syrup brand director James Whiteley said: “While we’ll continue to honour our original branding with the heritage tin, consumers need to see brands moving with the times and meeting their current needs.
“Our fresh, contemporary design brings Lyle’s into the modern day, appealing to the everyday British household while still feeling nostalgic and authentically Lyle’s.
“We’re confident that the fresh new design will make it easier for consumers to discover Lyle’s as an affordable, everyday treat, while reestablishing the brand as the go-to syrup brand for the modern UK family, featuring the same delicious taste that makes you feel Absolutely Golden.”
