Quaker Oats will change the name and image of its syrup and pancake mix brand, acknowledging they were “based on a racial stereotype.”
Senate Republicans will unveil their answer to Democrats’ sprawling policing legislation, proposing a narrow set of changes to law enforcement.
The Aunt Jemima brand will get a new name and a new image.
Aunt Jemima, the syrup and pancake mix brand, will change its name and image amid an ongoing backlash, with its parent company Quaker Oats acknowledging that the brand’s origins are “based on a racial stereotype.”
The brand, founded in 1889, is built on images of a black female character that have often been criticized as offensive. Even after going through several redesigns — pearl earrings and a lace collar were added in 1989 — Aunt Jemima was still seen by many as a symbol of slavery.
On Wednesday, Quaker Oats, which is owned by PepsiCo, said that it was taking “a hard look at our portfolio of brands” as it worked “to make progress toward racial equality through several initiatives.”
The packaging changes, which were first reported by NBC, will begin to appear toward the end of this year, with the name change coming soon after.
“While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough,” said Kristin Kroepfl, Quaker’s chief marketing officer, in a statement.
Amid nationwide protests over racism and police brutality in recent weeks, many companies rushed to express their solidarity with the Black Lives Matter movement, often running into accusations of hypocrisy. But PepsiCo was already familiar with the fallout — in 2017, it apologized for running an ad featuring Kendall Jenner, a white model, that was criticized for trivializing the movement.
PepsiCo bought Quaker Oats in 2001, inheriting the Aunt Jemima brand. Ramon Laguarta, the chief executive of PepsiCo, wrote in a piece in Fortune this week that “the journey for racial equality has long been part of our company’s DNA.”
The Aunt Jemima brand was inspired by a minstrel song called “Old Aunt Jemima” and was once described by Riché Richardson, an associate professor of African-American literature in the Africana Studies and Research Center at Cornell University, as “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 her white master and mistress while neglecting her own.”
0 Comments