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Camp coffee forced to change label by the PC brigade
Last updated at 11:07am on 11.09.06
The new Camp Coffee label.
The makers of Camp Coffee have changed the label on their famous jars - after complaints of racism.
The makers of the chicory-flavoured essence are now using an image of a Scottish soldier sitting side by side drinking coffee with a turbanned Sikh.
Earlier labels showed the Indian apparently serving the kilted soldier which provoked a storm of protest from race equality groups who claimed at the time that the label delivered "an offensive and racist" message.
As an interim move the firm removed the tray from the servant's hand but now the label depicts the bearer and the Gordon Highlander officer sitting as equals - no longer promoting the master-servant Days of the Raj message.
The Central Scotland Racial Equality Council has welcomed the latest updating claiming that it will help change the mentality of young people to see how different races now relate.
Mukami McCrum, director of the council added: "It is an encouraging and progressive move. Times have changed and it is heartening to see that a new message is being sent out."
At one time Asian shopkeepers even threatened to stop putting the brand on their shelves because of the label.
A spokeswoman for Camp Coffee now owned by the giant McCormick foods group refused to reveal if the race criticism was the reason for the changes in the labels stating only that the brand underwent "continual development."
She said: "Any alterations to the Camp Coffee's label design are given careful consideration to ensure the products continued success."
Camp Coffee has been made in Scotland since 1885 and was said to have orignated when the Highlanders requested a coffee drink which could be brewed up easily by the army on field campaigns in India.
Reader views (14)
Where can I get Camp Coffee ? Have tried Atlantic / Loblaws, Walmart, Bulk Barn, Sobey's - and don't know where else to get it. Atlantic used to sell it.
- George Em, Moncton , Canada, 29/05/2011 02:14
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Throughout most of the Fifties and Sixties, I used to get through two or three bottles of Camp Coffee and Chicory Essence each week. Then one day, I found it too sweet and sickly. Further purchases also proved totally undrinkable. Then I noticed the words "with added sugar" on the label which I'm sure were never printed on the older bottles. Can anybody confirm that the product was originally unsweetened?
I've mentioned this to several people who say they find Camp Coffee far too sickly, but are not old enough to remember back as far as I can. Maybe there is a lesson to the manufacturers to start producing the original sugarless version, and I'd start purchasing two or three bottles per week again.
- Frederick Maskell, Pevensey, East Sussex, England, 04/10/2010 11:44
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Reading the comments of Mukami McCrum I suspect this person is a fiction to promote hatred of racial equality rather than help it or she is a fool.
- Paul Packson, London, 29/08/2010 13:19
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I can't see why the label had to change, it was after all history(are we going to change all the history books). I must get through 3 to 4 bottles a week as I have it with cold milk, lovely, I don't drink tea or hot coffee, and I buy it in ASDA.
- HAZEL BATLEY, Gosport Hants, 15/06/2010 16:06
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As much as I dislike changing a traditional label that has been with us for so long, I quite like the new label - it looks like an image from 'The Beano'.
- David Prime, Royston, Ware, 26/10/2009 08:48
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I have to say, I find it all so very ridiculous! The time people find for such nonsense is beyond me!!! God help us all!!
- Amie, USA, 05/08/2009 01:02
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As a life long enjoyer of Camp Coffee I can't help noticing a difference in the consistancy and strength of my newest bottle. It seems a lot more runny, it used to cling to the spoon now I have to be careful as it pours out very quickly. Also the strength seems to be somewhat less. Has anyone one else noitced a change?
- Brenda Stacey, Sudbury, Suffolk, England, 11/05/2009 16:10
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I remember when I was in the British Army in the 1960's really enjoying a cup of camp coffee, it hit the spot and with so little fuss. I still prefer it to instant but difficult to find outside of Scotland, and of course ASDA shops.
Despite being the in the same company group Walmart do not stock it. I used to have it with an other UK Legend, Blue Ribbon chocolate biscuit bars, in the Toc H and the NAFFI at the Junior Tradesmen Regiment in Troon Aryshire when I was a teenager.
I am so pleased it is still in production. Like a previous reader, It upsets me to see history being re written on a label that has been around twice as long as those who now want it changed. Just like the Roberson Gollywog, I find the whole thing rather sad. Perhaps being white and Scotish it is time I found a pathetic little things like these examples to upset me and then go complain to someone... We do have someone to complain to, don't we???
- Tom Waller, Timmins Ontario Canada, 27/01/2009 15:06
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Asda superstore stocks camp coffee.
- James Bannerman, Aberdeen, Scotland, 21/11/2008 14:06
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My Father introduced me to camp coffee when I was a young lad. We would go out into the countryside (Warwickshire) on our bikes and my Father would heat up some milk on his primus stove and we would enjoy a hot milky coffee together. I have had it pretty much every night since before bed. I always have a couple of bottles in the kitchen cupboard in case I can't get any in the shops!
Long live Camp coffee. As for the label, I think it's fine. I can appreciate why it was changed. As with most things we have to move or change with the times. It is nice to see both men sitting together sharing a cup of coffee.
- Paul Schilling, Swanage, 04/09/2008 22:46
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I'm sure they had about 10 'protests'. This sounds staged managed by The Central Scotland Racial Equality Council. The label hasn't changed in decades and it reflects history. It's a fact, at the time depicted on the label, an Indian servant would have been serving his master. Why awkwardly try and rewrite history? It looks ridiculous. We still have slave labour. The only different is the kids being paid peanuts in Indian call centres by massive corporations thinking they are being treated equally whilst the corporation shares out it's saved profits back home. Wake up and smell the Camp coffee .
- James P, London,UK, 13/06/2008 22:26
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I think this is PC gone stark raving bonkers, If it had been a White Man serving an Indian, I doubt that the protests would have been quite as bad.
- Alistair Wilkinson, Chatham, United Kingdom, 02/12/2007 18:04
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The recent controvesy has arroused my curiosity and on saturday I went out and bought some Camp coffee. I find it a most excellent product and think the new picture is a splendid image.
I think its great that the Sikh gentleman finally gets to sit down and enjoy a coffee with his scotish friend! Well done McCormick!
- James H, Oswestry, UK, 02/10/2006 10:05
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Take this in conjunction with the recent suvey that found that more Asians want to join the army than the average population of youngsters and you will get an idea of which community wants to serve the country more.
The label had to be changed to reflect society today, we are all equals now.
- Dhanraj, Basildon, 11/09/2006 09:12
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