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Aunt Jemima changing name, removing image ‘based on a racial stereotype’ from packaging

Aunt Jemima changing name, removing image ‘based on a racial stereotype’ from packaging

Aunt Jemima is being rebranded with a brand new identify and picture, mother or father firm Quaker Oats has introduced, acknowledging that the face of the model was “based mostly on a racial stereotype.”

It was introduced on Wednesday morning that the road of pancake mix, syrup, and other breakfast foods will likely be debut a brand new look as a part of Quaker’s push to “to make progress towards racial equality.”

“We acknowledge Aunt Jemima’s origins are based mostly on a racial stereotype,” stated Kristin Kroepfl, vp and chief advertising and marketing officer of Quaker Meals North America, in a press release shared with Fox 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 shoppers’ expectations.”

Aunt Jemima is being rebranded with a new name and image, parent company Quaker Oats has announced, acknowledging that the face of the brand was “based on a racial stereotype.”

Aunt Jemima is being rebranded with a brand new identify and picture, mother or father firm Quaker Oats has introduced, acknowledging that the face of the model was “based mostly on a racial stereotype.”
(Paul Taggart/Bloomberg by way of Getty Pictures)

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Kroepfl added that whereas the mother or father firm has tried to “replace” the Aunt Jemima model by means of the years to be “applicable and respectful,” the time has come to scrap the present product in favor of an entire makeover.

“We acknowledge the model has not progressed sufficient to appropriately mirror the boldness, heat and dignity that we want it to face for immediately,” Kroepfl burdened. “We’re beginning by eradicating the picture and altering the identify. We are going to proceed the dialog by gathering numerous views from each our group and the Black group to additional evolve the model and make it one everybody might be proud to have of their pantry.”

The 130-year-old breakfast model’s brand includes a black lady named Aunt Jemima, who was as soon as dressed as a minstrel character. The emblem has advanced over time, with Quaker dropping Aunt Jemima’s kerchief lately, per NBC News.

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Following the Memorial Day loss of life of George Floyd in Minneapolis police custody, nevertheless, social media critics denounced Aunt Jemima’s problematic historical past and demanded that Quaker make a change.

It was announced on June 17 that the line of pancake mix, syrup, and other breakfast foods will be debut a new look as part of Quaker’s push to “to make progress toward racial equality.”

It was introduced on June 17 that the road of pancake combine, syrup, and different breakfast meals will likely be debut a brand new look as a part of Quaker’s push to “to make progress towards racial equality.”
(Daniel Acker/Bloomberg by way of Getty Pictures)

The brand new packaging will likely be unveiled in fall 2020, with the product line’s new identify revealed at a later date.

By way of the following 5 years, Quaker stated, the meals conglomerate will donate no less than $5 million to “to create significant, ongoing assist and engagement within the Black group.”

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Earlier this yr, Land O’ Lakes removed the “racist” image of a Native American lady from its packaging, a brand featured on the butter model’s label for almost 100 years.

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