Traditional larder stalwart Lyle's Golden Syrup is to get the first major packaging innovation in its 119-year history with the launch of a squeezy bottle. Rolling out from next week, the new format will be backed by a three-week TV campaign ­ the brand's first for eight years ­ with ads mainly on children's channels. Squeezy Golden Syrup comes in a 400g green plastic bottle designed for children to handle easily and sports a label featuring Lyle the Lion ­ a cartoon character version of the lion motif on the brand's famous tins. The tins will continue to be sold alongside the new offering. Brand owner Tate & Lyle aims to boost syrup's use as a spread and a topping on pancakes and ice cream, rather than just as a baking ingredient. It said consumer feedback for the brand, which sells more than nine million tins annually, had shown the need for a format that was easier to pour. Marketing manager Adrian Mooney described it as a natural progression which he predicted would be "an overnight success". A range of instore promotions will support the new look. Tailor-made competitions are planned for next month to give retailers an incentive to push the brand, while free-standing display units are available for gondola ends. More than seven million 1kg packs of Tate & Lyle Granulated Sugar will feature in a promotional link to the syrup in the autumn. {{P&P }}