Racist stereotype Aunt Jemima banned from breakfast | Racism



“We recognize that Aunt Jemima’s origins are based on a racial stereotype,” says the 130-year-old brand’s PepsiCo.

Breakfast tables in America will soon be rid of a 130-year-old racial stereotype long criticized by activists.

On Wednesday, PepsiCo announced it was removing Aunt Jemima’s image from the packaging of its pancake mixes and syrup and changing the brand name. The move comes in the wake of Black Lives Matter’s nationwide protests calling for an end to systemic racism in the United States.

The more than century-old brand’s logo features an African-American woman named after a character from 19th-century minstrel shows. The offensive caricature is rooted in a stereotype of a likeable black woman working as a domestic or nanny for a white family.

The brand has faced backlash on social media and calls for a boycott in recent days, amid protests against police brutality and racial inequality following the death of unarmed black man George Floyd on warning on sight in Minneapolis last month.

“We recognize that Aunt Jemima’s origins are based on a racial stereotype. While work has been done over the years to update the brand in a proper and respectful manner, we realize that these changes are not enough, ”said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America. in a press release. Quaker Oats Company is a subsidiary of PepsiCo.

“We start by removing the image and changing the name. We will continue the conversation by bringing together diverse perspectives from our organization and the black community to further evolve the brand into one that everyone can be proud to have in their pantry, ”Kroepfi said.

PepsiCo said packages without the Aunt Jemima image will start appearing in the final three months of this year.

The company also announced on Tuesday a package of initiatives worth more than $ 400 million over five years to support black communities and increase black representation at PepsiCo.



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