“We recognize that Aunt Jemima’s origins are based on a racial stereotype”: Quaker Oats to change the name and image of syrup

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NEW YORK (AP) – After more than 130 years, Aunt Jemima is taken off the wrapper in syrup and pancake mix.

Quaker Oats, a division of PepsiCo PEP, based in Chicago,
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is changing the name and marketing image of Aunt Jemima’s 131-year-old pancake and syrup mix. The new packaging will hit shelves by the fourth quarter of 2020. The company has announced that it will announce the new brand name at a later date.

“As we strive to advance racial equality through several initiatives, we also need to carefully review our brand portfolio and ensure that they reflect our values ​​and meet the expectations of our consumers,” said Kristin Kroepfl of Quaker Foods North America. “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. “

Mass protests against police brutality and racial prejudice have been raging across the country for weeks in response to the deaths of George Floyd and other black Americans. Activists and consumers alike are demanding that companies take a stand against racial injustice or risk losing their businesses. White Minneapolis Police Officer Derek Chauvin has been charged with murder in Floyd’s death.

This year, Land O’Lakes announced that it would no longer use the Native American woman who adorned its wrappers of butter, cheese and other products since the late 1920s.


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