After 130 years, Aunt Jemima model will change its title and take away brand from packaging

For 130 years the Aunt Jemima title and brand has been to promote a preferred model of pancake combine and pancake syrup, however Wednesday, Quaker Oats introduced they’d be altering the title.

“Aunt Jemima’s origins are primarily based on a racial stereotype.”

Quaker Oats, a subsidiary of PepsiCo, owns the breakfast meals firm acknowledged the model’s racist origins after renewed backlash.

The model’s origin relies on a personality from a minstrel present. Extra particularly, it was primarily based off the tune “Previous Aunt Jemima.” The character, Aunt Jemima, was portrayed by a person in blackface as a “mammy.”

Whereas Aunt Jemima’s brand has developed over time to be “applicable and respectful,” it has at all times been primarily based on Nancy Inexperienced. Inexperienced was born into slavery. She was employed to be the face of the model and traveled the nation selling the breakfast firm.

BWM Infinity /

However as time went on, more and extra folks referred to as for a change.

“We acknowledge Aunt Jemima’s origins are primarily based on a racial stereotype,” Kristin Kroepfl, vp and chief advertising officer of Quaker Meals North America, mentioned in a press launch obtained by NBC Information.

“As we work to make progress towards racial equality by means of a number of initiatives, we additionally should take a tough have a look at our portfolio of manufacturers and guarantee they mirror our values and meet our customers’ expectations.”

The brand new title and brand will debut within the fall.

The corporate has additionally pledged to donate at the least $5 million over the following 5 years “to create significant, ongoing help and engagement within the Black group.”

This can be a a lot wanted change. The corporate’s origin and their brand was primarily based on a racial stereotype.

Accepting change may be tough, however I believe it is a step in the appropriate route. Share when you agree.


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