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 said a spokesperson in a statement. Quaker oats announced this week that it will retire the aunt jemima name and logo.
Riché richardson wrote in the new york times in 2015 that the aunt jemima logo was an outgrowth of old south plantation nostalgia and romance grounded in an idea about the mammy a devoted and. It only took a national uprising and a viral tiktok to make the company behind aunt jemima realize that the 130 year old character which was inspired by. The brand will get a new name and image.
The brand draws its name from a minstrel song called old aunt jemima a caricature of the slave era often performed by white actors in blackface. Aunt jemima is finally getting a new name. 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 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. The company s website said the logo started in 1890 and was based on nancy green a storyteller.
The brand s origin and logo is based off the song old aunt jemima from a minstrel show performer. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype. 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.
