The Church of England has decided to weigh in on Tate & Lyle’s “woke” Golden Syrup rebrand after the food supplier shied away from its Christian roots.
A leading member of England’s national faith group accused Tate & Lyle of “sidelining” Christian messaging after the company changed its image from a dead lion being swarmed by bees to a friendly-looking lion and a single bee.
The original faith-inspired logo had been left unchanged since 1883 but underwent a modernising alteration.
Lyle’s website confirmed its original logo had strong religious connotations due to the brand’s religious views.
The original faith-inspired logo was unchanged since 1883TATE & LYLEThe image was originally depicting the story of Samson from the Old Testament.
Samson said: “Out of the eater come forth meat and out of the strong came forth honey.”
Tate & Lyle used the second half of the phrase on the original branding for the golden syrup.
Sam Margrave, a member of the General Synod, the Church of England's legislative body, told The Telegraph: “There is nothing modern about ditching tradition or sidelining Christian messaging.
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Church of England General Synod member Sam Margrave weighed in on the debate
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“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?
“It does lead to the question, is there a place for Christians or Christian messaging in the UK anymore?”
Responding to criticism directed at Tate & Lyle on social media, the company confirmed it's looking to accommodate to changing times.
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.
Lyle's Golden Syrup rebrand has raised some eyebrowsTATE & LYLE“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.”
Gerald Mason, Senior Vice President of Tate & Lyle Sugars also said: “Religion played absolutely no part in our decision to try something different on our syrup bottles - a product format where we regularly use different approaches to our brands.
“It makes me sad that we might have unwittingly upset people today, and I want to apologise for that.”