Today riché richardson an associate professor of african american literature in the africana studies and research center at cornell university has been calling for the change since she wrote a 2015 editorial for the new york times titled can we please finally get rid of aunt jemima. The aunt jemima logo has long been criticized for portraying a negative stereotype. She was the picture of the american dream.
Last tuesday at a students for trump rally in phoenix arizona a turning point usa ambassador explained the ultimate significance of aunt jemima. We recognize aunt jemima s origins are based on a racial stereotype said a spokesperson in a statement. Quaker oats announced this week that it will retire the aunt jemima name and logo.
The image of aunt jemima will be removed from packaging later in 2020 while the name change will happen at a later date. On 17 june 2020 the owner of aunt jemima quaker a subsidiary of pepsico announced that the name is to be scrapped along with its logo and branding. Quaker oats the parent company of aunt jemima pancake mix and syrup says it will completely rebrand the line including changing the name and logo saying the current brand is based on a.
Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype. Quaker oats the parent company of aunt jemima pancake mix and syrup says it will completely rebrand the line including changing the name and logo saying the current brand is based on a. The sweet face of aunt jemima most likely floods you with happy memories of eating pancakes with friends after a sleepover or feasting on waffles on a sleepy sunday morning however few realize the logo is incredibly problematic and after far too long.
For over 100 years aunt jemima has been widely recognized for its buttery maple syrup and of course its somewhat nostalgic logo. Aunt jemima s logo has changed 6 times and its history is rooted in racial stereotypes and slavery check out how the brand started and evolved over 130 years jessica snouwaert 2020 06 17t21. It is currently owned by the quaker oats company of chicago a subsidiary of pepsico.
By 1915 it had become one of the most recognized brands in us history and changed us trademark law. The aunt jemima pancake mix debuted in 1889 the first ready mix. Aunt jemima is a brand of pancake mix syrup and other breakfast foods.
