Aunt Jemima Unveils New Name After Years Of Controversy
The syrup and pancake combine model previously — and controversially — referred to as Aunt Jemima introduced its new title Tuesday, months after guardian firm Quaker Oats acknowledged the “racial stereotype” inherent within the model’s title and brand.
PepsiCo, proprietor of Quaker Oats, mentioned in a press launch that Aunt Jemima had been renamed the Pearl Milling Company after a Missouri-based miller based within the Eighties.
The Pearl Milling Company created the self-rising pancake combine that will later be offered underneath the Aunt Jemima model, PepsiCo mentioned. Quaker Oats acquired Aunt Jemima in 1925.
PepsiCo, Inc.
Aunt Jemima had come underneath scrutiny through the years for its racist brand and packaging, which initially featured a Black girl dressed as a minstrel character.
PepsiCo famous that Quaker Oats had up to date the model’s picture through the years “in a manner intended to remove racial stereotypes that dated back to the brand origins,” akin to by eradicating the “mammy” kerchief initially worn by the Aunt Jemima character.
Critics, nonetheless, continued to take situation with the character’s racist roots. Aunt Jemima is “a retrograde image of Black womanhood on store shelves,” Riché Richardson, an Africana research professor at Cornell University, mentioned final yr.
Explaining the model’s new title and brand, PepsiCo mentioned Quaker had “worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.”
The firm added that the Pearl Milling Company would commit $1 million in grants to “empower and uplift Black girls and women.”
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