In fact you can see the back and forth of competing narratives all over the aunt jemima wikipedia page as a historical note on the mammy archetype transitions sharply to the ingredient list of the original 1889 pancake mix. The company has often tried to layer a rosier brand history over the unvarnished true one. 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. Quaker oats made the announcement wednesday with plans to replace the 130 year old brand which features a black. The aunt jemima brand of syrup and pancake mix is getting a new name and image.
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 kristin kroepfl the company s vice president and chief marketing officer said in a press release. Syrup and pancake mix brand aunt jemima will change its name and image after acknowledging its racist roots its parent company quaker oats announced wednesday.
The first woman to portray aunt jemima nancy green was born in kentucky in 1834 and according to her descendants never paid in full for her work as the brand s face. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype. The firm will rename the aunt jemima line which features a smiling black woman on its packaging.
A hard look at aunt jemima quaker oats has also announced changes to its branding. Although depictions vary over time they are similar to the common attire and physical features of mammy characters throughout history. Her skin is dark and dewy with a pearly white smile.
Aunt jemima is based on the common enslaved mammy archetype a plump black woman wearing a headscarf who is a devoted and submissive servant. Aunt jemima is being rebranded with a new name and image parent company quaker oats has announced acknowledging that the face of the brand was based on a racial stereotype.
