Andrea Williams, chief executive of Christian Concern, said: “The Bible is the source of hope and joy and what inspired the company founders to make the world’s best syrup. The signature verse of Tate and Lyle’s Golden Syrup points to the eternal.
“They traded the lasting appeal of their brand for momentary fashion. It’s not worth it and it’s actually very sad.
The Book of Judges details Samson killing a lion with his bare hands before returning to the carcass days later to discover that a swarm of bees had created a hive in its body.
In the story, Samson then took the honey from the hive and gave it to his parents without telling them where it came from.
He later asks his wedding guests to solve the riddle: “From the eater, something to eat; something strong, something soft.
A version of the riddle was chosen for the Lyle’s Golden Syrup logo and has remained on the cans ever since.
The rebranding will apply to the entire product range, with the exception of the classic box, which will retain the original artwork.
“New redesign”
James Whiteley, Brand Director of Lyle’s Golden Syrup, said: “We are delighted to unveil a new redesign of the Lyle’s Golden Syrup brand.
“While we will continue to honor our original brand with the heritage box, consumers need to see brands evolve with the times and meet their current needs.
“Our fresh, contemporary design brings Lyle’s into modern times, appealing to everyday British households whilst remaining nostalgic and authentically Lyle’s.
“We are confident that the new design will make it easier for consumers to discover Lyle’s as an affordable everyday treat, whilst re-establishing the brand as the go-to syrup brand for the modern British family, with the same delicious taste.” it makes you feel absolutely golden.
Gerald Mason, senior vice president of Tate & Lyle Sugars, apologized for the upset caused.
“We are very proud of the history and biblical connection to our Lyle’s box, and we have absolutely no intention of changing it in any way,” he said.
“Religion played absolutely no role in our decision to try something different on our syrup bottles – a product format in which we regularly use different approaches to our brands.
“It makes me sad that we may have unintentionally upset people today, and I want to apologize for that. But rest assured that the story of Samson and the tin can won’t go anywhere.
