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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 (8)
Here's a sample of the latest views published.
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
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
Asda superstore stocks camp coffee.
- James Bannerman, Aberdeen, Scotland
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
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
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
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
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
