The company said its new visual identity was designed to “refresh the brand’s legacy to appeal to a 21st century audience.”
Golden syrup, also known as light treacle, is a sweet, amber-colored syrup made from refined sugar that was first produced by Abram Lyle & Sons in 1881. The company’s founder, the Scottish businessman Abram Lyle, chose a logo inspired by the story of Samson who, in the Old Testament, kills a lion with his bare hands only to later discover that honeybees have nestled in the animal’s carcass.
In the biblical tale, part of the Book of Judges, Samson eats honey from inside the lion, gives some to his parents and then presents 30 wedding guests with a riddle alluding to the encounter: “Out of the eater came something to eat; out of the strong came something sweet.”
An alternative wording of the riddle, “Out of the strong came forth sweetness,” has featured on Lyle’s logo since its inception.
Tate & Lyle was formed in the 1920s when Lyle’s firm merged with rival sugar refinery Henry Tate & Sons. The company, now a major global food and beverage supplier, sold its sugar refining business (including Lyle’s Golden Syrup) to US firm American Sugar Refining, or ASR Group, in 2010.
The product’s old logo will continue to be used on Lyle’s classic golden syrup tin, though its bottles and dessert toppings will all now bear the new branding.
According to the CNN/wionews
