Tate & Lyle drop dead lion on Golden Syrup label in rebrand

Tate & Lyle have removed the image of a dead lion surrounded by a swarm of bees on its Golden Syrup labels.

A rebranded image of a golden lion’s head with a single bee will replace the former on its more than 150-year-old packaging design.

The company has said it wants to refresh its image to appeal to modern-day shoppers.

The original logo includes the biblical quotation ‘out of the strong came forth sweetness’ and was the world’s oldest unchanged brand packaging – for which it holds a Guinness World Record for having remained nearly identical since 1888.

According to the company’s website Lyle had strong religious views, which is the reason why the logo depicts the story of Samson from the Old Testament. 

After Samson killed an aggressive lion, he noticed bees had formed a comb of honey in the carcass.

He later turned this into a riddle: “Out of the eater come forth meat and out of the strong came forth honey.”

The brand’s Victorian-style tins were first introduced by Scottish businessman Abram Lyle more than 150 years ago.

James Whiteley, Brand Director for Lyle’s Golden Syrup, 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.”

The roll out of its rebranded packaging is to begin this month and will take place across the full product range, excluding the classic Lyle’s Golden Syrup tin, which will retain its heritage packaging, the brand has said.