The brand Aunt Jemima changes her name and removes the black letter of the same name

The brand Aunt Jemima changes her name and removes the black letter of the same name

The company owned by Quaker Oats said on Wednesday that Aunt Jemima

Aunt Pie Drink Company Jemima is changing her name and photographing her in the wake of renewed calls for racial equality.

The company owned by Quaker Oats said on Wednesday that Aunt Jemima's famous character for her packaging "is based on an ethnic stereotype and acknowledged that her previous work to update the character "is not enough.

Aunt Jemima brand to change name, remove image that Quaker

"We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further develop the brand," said Christine Cropfell, vice president and chief marketing officer of Quaker Foods North America in a statement sent to USA TODAY. This step was previously reported by NBC News and Adweek.

Shoppers will start seeing new packages at the grocery store without Aunt Jamima's image in the fourth quarter of this year. The new company name for the drink and other products will be announced shortly.

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The brand was formed in 1889 after the owners Chris Root and Charles Underwood developed the Pie Mix. The character on the box was collected and inspired by black storyteller and chef named Nancy Green, according to the company website.

The Aunt Jemima brand, acknowledging its racist past, will be retired

More than a century later, Aunt Jemima, who was said to have been born in slavery, is no longer like a servant from that era. Quaker Oats bought the brand in 1926, and in 1989 it replaced the red napkin with pearl profits and fine curls.

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However, the company's image of its black servant's assets was criticized for perpetuating racist stereotypes.

The marketing shift comes at a time when major brands are under increasing pressure to increase efforts to diversify and combat racism in the aftermath of the police killing of George Floyd in Minneapolis. aunt jemima history

Aunt Jemima brand, acknowledging its racist past, will be retired

This news comes a day after PepsiCo's parent company announced a $ 400 million package of initiatives to raise black communities over the next five years. Part of the plan is to increase the representation of blacks internally and introduce compulsory bias training.

aunt jemima history