in march 2009, blackthorn was reformulated. it was not well received by many consumers in its heartland in the south west of england, who defaced the 'black is back' advertising campaign, alerted the press to their cause and organised facebook protests. in march 2010, however, gaymers announced that after the consumer backlash in the south west, the 'original' dry blackthorn recipe would be re-introduced in the region. as a result, there are now two clearly defined products, blackthorn and dry blackthorn, the latter being the original recipe, available only in the west country.