In her 2015 new york times piece richardson explained that the brand s name and the original logo were inspired by a minstrel song old aunt jemima minstrel shows which were popular throughout. This aunt jemima logo was an outgrowth of old south plantation nostalgia and romance grounded in an idea about the mammy a devoted and submissive servant who eagerly nurtured the children of. We recognize aunt jemima s origins are based on a racial stereotype.
The aunt jemima brand is getting a new name and removing its logo from syrup pancake mixes and other products. Plans to change the name of its aunt jemima pancake mix and syrup acknowledging that the 131 year old brand is rooted in racially problematic tropes. Butterworth s could follow suit as nationwide protests prompt a sudden corporate reckoning on institutionalized racism.
The aunt jemima brand will be phased out and uncle ben s and mrs. 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. In her 2015 new york times piece richardson explained that the brand s name and the original logo were inspired by a minstrel song old aunt jemima minstrel shows which were popular throughout the united states in the mid 1800s often featured white actors in blackface portraying black people as lazy stupid and subservient.
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. Aunt jemima pancake products will undergo a rebrand after its makers acknowledged about 130 years in that the packaging and name lean heavily. Aunt jemima is finally getting a new name.
The logo of the more than 130. Pepsico inc will change the name and brand image of its aunt jemima pancake mix and syrup it said on wednesday dropping a mascot criticized for a racist history. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
