Aunt Jemima to be rebranded in move toward ‘racial equality’

Aunt Jemima syrup and pancake products are being rebranded with a new name and logo following criticism that the brand carries a racist stereotype.

The 130 year old brand has been owned by Quaker Oats since 1926. Quaker made the announcement today saying they recognize that "Aunt Jemima's origins are based on a racial stereotype."

The company plans to remove images of Aunt Jemima and says changes to the packaging will be seen by the fourth quarter of 2020. Name changes will be announced soon after.

The company also says the Aunt Jemima Brand will donate a minimum of $5 million over the next five years "to create meaningful, ongoing support and engagement in the black community."

In a statement Kristin Kroepfl, vice president of Quaker Foods North America said, “We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”

Aunt Jemima products feature a black woman named Aunt Jemima, a character inspired by the mammy stereotype that was a popular feature in late 1800 minstrel shows.

The Aunt Jemima website says Nancy Green first portrayed the character in 1890 as, "a storyteller, cook and missionary worker,"

Photo: Getty Images

Source: NBC

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