Tate & Lyle changes Golden Syrup’s logo and packaging after more than a century

UK – Tate & Lyle, a global supplier of food and beverage products to food and industrial markets has announced the rebranding of its Lyle’s Golden Syrup logo after 140 years.

The traditional image featuring a deceased lion surrounded by bees has undergone a transformation, now replaced by a cheerful lion’s face alongside a solitary bee.

Familiar to British consumers since its introduction in 1883, Lyle’s Golden Syrup holds the Guinness World Record for the world’s oldest unchanged brand packaging, with its distinctive green tin and golden lion at the forefront.

However, in a move aimed at resonating with modern shoppers, Tate & Lyle Sugars has initiated a rebranding effort set to roll out this month across its entire product range.

James Whiteley, brand director for Lyle’s Golden Syrup, expressed enthusiasm for the brand’s fresh redesign, highlighting its enduring appeal to families over generations.

While the heritage tin maintains its traditional allure, the updated design reflects a contemporary aesthetic, striking a balance between nostalgia and modernity.

The inspiration for Lyle’s Golden Syrup logo traces back to its founder, Abraham Lyle, who drew from a biblical motif found in the Book of Judges.

The narrative recounts Samson’s discovery of honey within the carcass of a lion, symbolizing sweetness emerging from strength.

This timeless imagery has been integral to the brand’s identity, evoking a sense of tradition and quality.

However, the rebranding has not been without its critics. Some have questioned the necessity of altering a well-established logo, citing concerns about brand clarity and recognition.

Yet, proponents argue that the updated design aligns with evolving consumer preferences and positions Lyle’s Golden Syrup for continued success in today’s market landscape.

As discussions surrounding the rebrand unfold, Tate & Lyle remains committed to its legacy of delivering quality products that resonate with consumers, while embracing innovation and adaptation to meet the needs of a changing world.

Meanwhile, the company has forecasted a slight decrease in its annual revenue compared to the previous year, citing subdued demand and ongoing de-stocking activities among customers.

This assessment follows a 4% decline in revenue during its third quarter ending in December, prompting a 1.5% decrease in its shares by 1132 GMT.

CEO Nick Hampton explained that in the Food & Beverage Solutions segment, lower volume and revenue were attributed to a combination of factors, including reduced consumer demand, customer de-stocking, and the phasing of orders into the fourth quarter as new calendar year contracts, incorporating input cost deflation, took effect.

While the pandemic-induced rush to stock up on ingredients and inflation-driven price hikes had initially buoyed revenue across industries, volumes have tapered off over the past year as customers exhaust their inventories.

However, analysts at Berenberg noted signs of the de-stocking headwinds abating, which could pave the way for a return to volume-driven growth and margin expansion.

Tate & Lyle, renowned for supplying ingredients such as Splenda, a sweetener used in Diet Coke and other sugar-free beverages, has maintained its annual core profit growth forecast of 7% to 9% for the fiscal year ending in March.

Nonetheless, the company expects revenue to dip slightly from the previous 12-month period, overturning earlier expectations of a modest improvement.

Looking ahead, Tate & Lyle anticipates a sequential uptick in volume growth throughout 2024, propelled by the renewal of customer contracts.

This positive trajectory is set to build on the strength witnessed in January, particularly as customers gradually phase orders from the preceding month.

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