Aunt Jemima to change its name
Company acknowledges racial stereotype of brand
Aunt Jemima, a syrup and pancake mix brand, will get a new name and image after Quaker Oats, its parent company, acknowledged that the brand’s origins were “based on a racial stereotype.”
The brand, founded in 1889, is built on images of a Black female character that have often been seen as a symbol of slavery. Aunt Jemima has gone through several redesigns; pearl earrings and a lace collar were added in 1989.
On Wednesday, Quaker Oats, which is owned by PepsiCo, said that it was taking “a hard look at our portfolio of brands” as it worked “to make progress toward racial equality through several initiatives.” The packaging changes, which were first reported by NBC, will begin to appear toward the end of this year, with the name change coming soon after.
“While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough,” Kristin Kroepfl, Quaker’s chief marketing officer, said in a statement.
After the Quaker Oats announcement, the food and candy giant Mars said it was “evaluating all possibilities” concerning the rice brand Uncle Ben’s, which has been marketed through a character that has long been criticized as a racial stereotype. Mars said that it did not know the exact changes or timing, but that it had a responsibility as a global brand “to take a stand in helping to put an end to racial bias and injustices.”
“As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do,” Mars said in a statement.
PepsiCo bought Quaker Oats in 2001, inheriting the Aunt Jemima brand.
The Aunt Jemima brand will also donate at least $5 million (U.S.) over the next five years “to create meaningful, ongoing support and engagement in the Black community,” the company said.