'I hate it': Arnott's slammed over new logo

Brooke Rolfe
·News Reporter
·3-min read

Arnott’s Biscuits has revealed the truth behind a controversial new logo that has attracted heavy backlash after launching on Friday.

Australians were left fuming after the logo, which was widely believed to be replacing the iconic label on the biscuit brand’s product packaging, surfaced online.

“Thanks I hate it,” one person wrote.

They weren’t alone in their dismay, with hundreds of others voicing similar concern.

“Another case of fixing something that’s not broken,” another person said.

The new logo for the Arnott's Group corporate identity. Source: Arnott's Group
This is the new logo launched for the Arnott's Group corporate identity. Source: Arnott's Group

“The original logo was great. Don’t change it, Arnott’s. Everything does not have to be a fashionably stylised representation of the classical,” a third wrote.

“It’s ghastly! Looks like something ScoMo would do with his crayons,” someone else said.

Arnott’s Group responded to the misleading reports later on Friday, telling Yahoo News Australia they had fuelled “unnecessary anxiety among consumers”.

“We are not updating or changing the Arnott’s consumer brand. The new name is a corporate name change only to reflect that it is no longer owned by Campbell Soup Company,” they said in a statement.

“The Arnott’s Group replaces the previous corporate name for our group of businesses which was Campbell’s Asia Pacific.”

The company said there would be no changes to its brands or logos after the rebrand.

“As we enter this new chapter as The Arnott’s Group, we are setting our sights on building a regional powerhouse of consumer food brands, based in and run from Australia,” they said.

Arnott’s Group said the new corporate brand identity was introduced to “unite its family of leading consumer food brands”.

Australians initially thought the Arnott's packaging was going to be changed. Source: Getty Images
Australians initially thought the Arnott's packaging was going to be changed. Source: Getty Images

“The Arnott’s Group has been introduced to employees and stakeholders, celebrating the company’s rich history and bright future,” it said.

The launch of the corporate brand coincided with Arnott’s strongest financial performance in recent years and the first since the sale of the business to investment firm, KKR, in December 2019.

“This signifies a new chapter for the business as The Arnott’s Group sets its sights on building a regional powerhouse of consumer food brands, based in and run from Australia,” the company said.

“The identity is designed to express this next generation of the business by capturing its proud history, including the vibrant colours of the parrot which is one of the most recognisable brand symbols in Australia.”

“The new corporate identity is not consumer facing, and there is no change to the Arnott’s logo that is currently on Australians’ favourite packet of biscuits.”

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