9 Food Rebrands That Sparked Controversy
Food brands are built on trust, recognition, and loyalty. When a company changes its name or logo, consumers often have big reactions. Rebrands are meant to keep products fresh and modern, but they can also alienate longtime fans. Some efforts succeed, while others spark outrage.
Here are nine of the most controversial food rebrands that left lasting impressions on shoppers.
Dunkin' Donuts
In 2018, Dunkin' Donuts shortened its name to simply Dunkin’. The move was meant to highlight coffee and beverages rather than just donuts.
Loyal customers initially resisted, worried that the iconic brand was leaving its roots behind. Despite the initial backlash, Dunkin's rebrand allowed the franchise to expand their menu, and loyal fans seem to have ultimately forgiven them.
Starbucks
Starbucks shocked fans in 2011 when it dropped the word "coffee" from its logo, leaving only the siren symbol. The company argued that people already knew its identity, but critics felt it was too vague.
Despite the uproar, Starbucks thrived under its streamlined look, showing that confidence in brand recognition can sometimes outweigh the risks of minimalism.
Cracker Barrel
In 2025, when Cracker Barrel decided to change its logo, no one could have predicted they uproar it would cause. The rebrand presented a simplified version of the classic logo, without the signature illustration of Uncle Herschel and his barrel.
Fans complained that the new look was corproate and soulless compared to the vintage charm of the original logo. In the end, the company caved to the pressure and reverted back to its old branding.
Tropicana
In 2009, Tropicana redesigned its orange juice packaging with a clean, modern look, omitting the classic image of an orange with a straw in it. Unfortunately, the new design confused shoppers who struggled to recognize the product on shelves.
Sales dropped dramatically, forcing the company to return to its original design within two months.
Pringles
Pringles updated its mascot in 2020, simplifying Mr. P's look with a modern, minimalist design. Fans immediately noticed the missing hair and eyebrows, calling him bland and unrecognizable.
While the new look matched modern design trends, the backlash showed how even small changes to a beloved character can spark frustration among loyal consumers.
IHOP
In 2018, IHOP announced it was changing its name to IHOB, with the "b" standing for burgers. The stunt was meant to highlight new menu items, but customers found it confusing.
Although the company later clarified it was a marketing campaign, the temporary switch left many questioning whether the gimmick helped or harmed the brand.
Weight Watchers
Weight Watchers, once synonymous with diet culture, rebranded as WW to focus on holistic health and wellness. The new name and tagline were meant to modernize the brand and distance it from calorie counting.
While some welcomed the update, others found the new identity confusing. The overlap with hashtags linked with conversation about an impending World War (also WW), sparking an unintended controversy.
Coca-Cola
In 1985, Coca-Cola introduced "New Coke," altering its classic formula in an attempt to compete with Pepsi.
The backlash was immediate and fierce. Consumers demanded the return of the original recipe, and within months, Coca-Cola Classic was back on shelves. The debacle remains one of the most infamous rebranding missteps in food history.
Burger King
Burger King has rebranded multiple times, but its 2021 update was perhaps its most controversial. The new logo returned to a retro-inspired design, focusing on simplicity and nostalgia.
Some applauded the move, while others questioned the need to change at all. The rebrand showed how even positive updates can divide opinion when a logo has decades of familiarity behind it.
Conclusion
Rebrands are risky, especially for beloved food brands. Some succeed by embracing modern trends or addressing cultural concerns, while others stumble when they stray too far from what customers know and love.
These controversial examples remind us that food branding is about more than logos and names. It is about trust, tradition, and the emotional ties people form with their favorite products.