how tweaks to iconic products went DRASTICALLY wrong leaving loyal customers furious
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Fuming Ribena customers have hit out at its maker Suntory after they produced a low-sugar, tax-dodging recipe of the blackcurrant squash.
The company altered the recipe in a bid to dodge the government’s new levy on fizzy drinks which will come into force next month.
But the rejigged drink has not gone down well with the the public amid threats of boycotting and petitions launched to have the original version back.
Ribena claims it’s “winning recipe” was appreciated by hundreds of customers, but angry soft drink fans branded the new squash “vile”, “disgusting” and compared it to a “drain cleaner”.
It comes as companies up and down the country scramble to slash their products’ sugar content to avoid new government taxes on fizzy drinks.
These state soft drinks should have less than 5g of sugar for every 100ml.
Any drinks with more than that will be hit with the new sugar rules.
Juice with 5-8g of sugar per 100ml will be taxed at 18p per litre. Those above 8g per 100ml will add 24p per litre.
But at least one brand has tweaked its recipe without outraging its faithful customers.
Irn-Bru introduced a new, tax-dodging, lower-sugar version at the start of the year. And the new version seems to be ­slipping down without too much fuss. Makers Barr’s say sales are “encouraging”.
So why do some brands brands live to regret messing with a winning formula while others get away with it? Here are some of the ones that got it badly wrong.
Crystal Pepsi
Cola is brown, right? Not when Crystal Pepsi, a new-age diet version of the famous opaque beverage, launched in 1992 to appeal to those who wanted a modish see-through drink that still delivered a jolt of caffeine.
At first it looked so successful that Coke rushed out Tab Clear to compete with it.
But it turned out that once was enough for a novelty drink that tasted almost exactly like the regular version, but looked like sparkling water.
New Coke
Marketing students still study New Coke, the Coca-Cola company’s disastrous 1985 decision to make their drink sweeter and more like Pepsi.
They poured millions into research and marketing and lots of cola drinkers liked the new version.
But the brand’s hardcore customers were so enraged that “their” Coke had been altered that the company were forced into an expensive U-turn.
Walkers
Crisp eaters of a certain vintage are not happy with Walkers.
Nothing to do with the quality or taste of their fried potato products.
It’s the colour of the bags they come in that has upset the older generation of snackers.
Those of us who grew up with Golden Wonder favouring blue for salt and vinegar and green for cheese and onion.
The company have stood by their controversial shade choices but it is a regular source of complaint among confused older people.
McDonald's
(Image: McDonalds)
“A quarter pound of beef, on a split-top potato flour sesame seed bun, topped with a circular piece of peppered bacon, leaf lettuce, tomato, American cheese, onions, ketchup, and a secret mustard and mayonnaise sauce.”
This would go down brilliantly in Finnieston in 2018 – but not when McDonald’s launched it in 1996.
At that point, sophisticated diners wanted a titchy piece of salmon garnished with a slice of kiwi. Not a burger.
Special K
The Kellogg’s breakfast cereal beloved of calorie-counting women in red swimsuits changed its recipe in 2013.
Oh dear.
Angry consumers did not like the addition of barley and the baked-on sugar. This was meant to add crunch but made the flakes too sweet for some.
This year Special K is being promoted as less of a diet brand and more of a healthy lifestyle choice.