Lyle’s Golden Syrup: The world’s oldest enduring brand removes rotten lion from logo

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In its first rebranding since 1883, Lyle’s Golden Syrup has replaced its logo of a dead lion swarming with bees with an apparently happy animal and a lone bee.

The product’s green can and golden lion packaging was first launched in 1881 and holds the Guinness World Record for being the world’s oldest constant brand packaging, having remained essentially the same since 1883.

The original design was the idea of ​​the product’s founder, Scottish businessman Abraham Lyle, who decided to include Christian metaphors on the can.

The Book of Judges details how Samson killed a lion with his bare hands, and when he visited the carcass a few days later, a swarm of bees had built a nest inside the lion’s body.

In the story, Samson took honey from the hive and gave it to his parents without telling them where he got the honey from.

He later asks the wedding guests to solve this riddle. Something sweet from among the strong. ”

A version of the riddle, “From the Strong Comes Sweetness,” was chosen as the logo for Lyle’s Golden Syrup and has remained on the can ever since.

Lyles said the branding had been “revitalized for modern British families” in an effort to “refresh the brand’s heritage to appeal to a 21st century audience”.

The rebranding will occur across all products except for the classic cans, which will retain their original illustrations.

James Whiteley, brand director for Lyles Golden Syrup, said:

“While we continue to honor the original brand with our traditional cans, consumers need to ensure their brand moves with the times and meets their current needs.

“Our fresh, contemporary design brings Lyles into the modern era, with a touch of nostalgia and authentic Lyles, yet appealing to everyday British homes.

“The fresh new design makes it easier for consumers to discover Lyles as an affordable everyday treat, while also making it the go-to syrup brand for modern British families featuring the same great taste. I’m confident we can re-establish the brand.” That makes you feel absolutely golden. ”