The decision by Lyle to ditch the oldest brand in the world and remove a biblical quotation in order to appeal to ‘modern shoppers’ prompted complaints that there is no longer “a place for Christians in the UK”.
Lyle’s Golden Syrup has featured a dead lion with bees swarming round it on its distinctive packaging for almost 150 years and holds a Guinness World Record, having remained virtually identical since 1888.
The lion is a reference to the biblical story of Samson killing a lion and the original logo includes the biblical quotation, “Out of the strong came forth sweetness”.
However, the company announced it was changing its packaging across its range of syrup bottles to reflect the “modern UK family” and “appeal to a 21st century audience”.
In other words, to reflect the decline of Christianity and the fact that some morons might find it offensive.
A recent TV ad for the brand featured, you guessed, a mixed race family.
Members of the Church of England complained that the rebrand “eradicates” Christian messaging from the item.
“I am sure the Lyle business doesn’t mind benefiting from sales and Christian branding every Easter, so why do they feel the need to eradicate their connection with their Christian founder’s iconic logo which tells a story that works for every generation?” asked Sam Margrave, a member of the General Synod, the Church of England’s legislative body.
” Did they ask anyone if they were offended by Christian messages?”
Margrave questioned whether the rebrand confirmed that there is no longer “a place for Christians or Christian messaging in the UK anymore”.
The company laughably claims the rebrand has nothing to do with religion, despite removing all the religious aspects and replacing them with a generic lion and bee.
“They have traded the enduring appeal of their brand for a momentary fad. It’s not worth it and is actually very sad,” said Andrea Williams, chief executive of Christian Concern.
The company eventually said that despite the changes to their range of syrup bottles, the original tin would remain in a “heritage” format, which appears to be an act of tokenism in response to the controversy.
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Well, they’re about to find out, just like Hollywood (but never admitted) that the “modern audience” is a myth. They exist, but they don’t buy things, they don’t hire services, and they don’t go to the theater.