June 17 reuters pepsico inc said on wednesday it will change the name and brand image of its aunt jemima pancake mix and syrup dropping a mascot. Butterworth s by martinne geller. There have been calls throughout the years to change the name of aunt jemima products including a 2015 new york times editorial entitled can we please finally get rid of aunt jemima 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.
Quaker did not announce a brand name or logo but said packages without the aunt jemima image would appear in the fourth quarter of this year. We recognize aunt jemima s origins are based on a racial stereotype kristin kroepfl vice president and chief marketing officer of pepsico owned quaker foods north america said in a statement. The treat was originally known as an i scream bar when it first appeared in 1921.
It wouldn t be the first in its history. Dreyer s grand ice cream announced saturday that the 99 year old ice cream bar will be getting a makeover. Add eskimo pie to the list of products that are getting a name change.
Update june 22 2020. Butterworth syrup and uncle ben s rice have each announced this week plans to revamp or fully retire the brands acknowledging the racist origins of the images. The parent companies of aunt jemima pancake mix mrs.
Uncle ben s aunt jemima and mrs butterworth s products to get new look to remove racial stereotyping by dannielle maguire and wires posted fri friday 19 jun june 2020 at 7 05am fri friday 19 jun. June 21 2020 at 1 37 p m. A look back at their racist origins published.
Butterworth s reveal plans to rebrand. Aunt jemima uncle ben s cream of wheat mrs. Prior to the aunt jemima announcement pepsico announced a more than 400 million set of racial equality initiatives over five years.
In addition to changing the aunt jemima name and image quaker oats is donating 5 million over the next five years to support the black community on behalf of the aunt jemima brand.
Mrs butterworth aunt jemima logo over the years. Pepsico announced wednesday morning that it was scrapping the 130 year old aunt jemima breakfast brand over its. Jemima uncle ben s and mrs. Companies behind aunt jemima uncle ben s mrs. Butterworth s and more vow to retire racist stereotypes in branding.
Emma balter june 30 2020 updated. July 1 2020 2 07 pm quaker oats will retire the aunt jemima name and appearance.
July 1 2020 2 07 pm quaker oats will retire the aunt jemima name and appearance. Emma balter june 30 2020 updated. Butterworth s and more vow to retire racist stereotypes in branding.
Companies behind aunt jemima uncle ben s mrs. Jemima uncle ben s and mrs. Pepsico announced wednesday morning that it was scrapping the 130 year old aunt jemima breakfast brand over its.
