Aunt Jemima brand syrup and pancake mix will be getting a new name and image after Quaker deemed the current packaging to be "based on a racial stereotype." The 130-year-old brand started out by featuring a Black woman named Aunt Jemima on their packaging that was dressed as a minstrel character. The Aunt Jemima imagery later changed, but Quaker announced that removing the image and name is part of an effort by the company "to make progress toward racial equality."
Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, shared a press release, which reads: "We recognize Aunt Jemima’s origins are based on a racial stereotype. 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."
Quaker revealed that the new packaging will begin to appear in the fall of 2020, with the new name to follow. The company has also pledged at least $5 million over the next five years "to create meaningful, ongoing support and engagement in the Black community."
Source: NBC News