Aunt Jemima's New Name Is Revealed After Controversy
Quaker Oat's Aunt Jemima pancake mixes, syrups, cornmeal, four, and grits will be renamed Pearl Milling Company, the company recently announced.
The former name, Aunt Jemima, recently faced criticism due to its racial stereotyping. The product labels featured a Black woman dressed as a minstrel character. Quaker Oats updated the dress and removed the "mammy" kerchief, but last summer, the company announced it was also planning to remove the image altogether and change the brand's name after civil unrest led to an outpouring of support of helping to correct racial injustice.
"We recognize Aunt Jemima's origins are based on a racial stereotype," Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a statement, according to NBC News. "As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers' expectations."
The renaming process included input from consumers, employees, external cultural and subject-matter experts, as well as diverse agency partners. In the end, the chosen name of Pearl Milling Company is already engrained in the brand's history.
"Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima," Pepsi Co., the parent brand of Quaker Oats, said in a statement.
This isn't the only company to rebrand in the last year. Here are 4 Famous Food Brands That Are Changing Their Look Due to Racial Stereotypes.
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