Bob's Red Mill, known for its stone-ground flours and baking mixes, has sparked controversy with its new rebrand. The fresh look includes a custom typeface 'Red Mill' and storytelling packaging but has angered fans who see it as stripping away the brand's heritage.

The backlash is reminiscent of the Cracker Barrel logo debacle from 2025, where removing an elderly figure sparked intense political debate. This time, the absence of founder Bob Moore himself in the new design has also upset customers, with one person commenting: 'They took Bob and made him like a ghost... can barely see him.'

The rebrand is aimed at a broader audience for easier shelf visibility but risks losing its unique identity and old-time appeal. Critics argue that modernising too much can erase the brand's roots, leading to nostalgia for what was.

While some see it as a sensible upgrade, others fear that removing iconic figures from logos could be seen as anti-inclusivity moves, highlighting the delicate balance between tradition and progress in branding.