Lyle’s Golden Syrup: World’s oldest unchanged brand removes rotting lion from logo

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Lyle’s Golden Syrup has changed its logo of a useless lion being swarmed by bees with an apparently happier animal and a single bee in its first rebrand since 1883.

The product’s inexperienced tin and golden lion packaging was first launched in 1881, and holds the Guinness World Record for the world’s oldest unchanged brand packaging, having remained primarily similar since 1883.

The authentic design was the thought of the product’s founder, Scottish businessman Abraham Lyle, who determined to incorporate a Christian analogy on the tins.

The Book of Judges particulars Samson killing a lion together with his naked arms earlier than returning to the carcass just a few days later to discover a swarm of bees had created a hive in its physique.

In the story, Samson then took honey from the hive, and fed it to his mother and father with out telling them the place he received the honey from.

He later asks visitors at his wedding ceremony to unravel the riddle: “Out of the eater, something to eat; out of the strong, something sweet.”

A model of the riddle: “Out of the strong came forth sweetness” was chosen for the logo of Lyle’s Golden Syrup, and has remained on the tins ever since.

Lyle’s stated the branding has been “revitalised for the modern UK family” in a transfer to “refresh the brand’s legacy to appeal to a 21st century audience”.

The rebrand will happen throughout the complete product vary, excluding the traditional tin, which can retain the unique illustration.

James Whiteley, brand director for Lyle’s Golden Syrup, stated: “We’re excited to unveil a fresh redesign for the Lyle’s Golden Syrup brand.

“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 re-establishing the brand as the go-to syrup brand for the modern UK family, featuring the same delicious taste that makes you feel Absolutely Golden.”