Since 1889 the world has known Aunt Jemima to be a syrup brand. Quaker Oates now will be switching the name to the Pearl Milling Company.
Aunt Jemima has been criticized for years due to their logo being a racist caricature. The origin of the image stems from an 1875 song titled “Old Aunt Jemima,” that was used in a minstrel show. The founder Chris L. Rutt was behind using the name for the pancake mix.
The new logo features a 19th-century watermill. The red, white, and yellow color scheme remains the same on the packaging.
Parent company PepsiCo purchased the Pearl Milling Company brand name and logo trademarks on February 1. The new brand plans to launch in June, one year after they announced the change would become.
PepsiCo released this official statement:
“This name is a nod to where our delicious products began before becoming a family-favorite breakfast staple,” PepsiCo said of its new Pearl Milling Company branding. While the Aunt Jemima brand was updated over the years in a manner intended to remove racial stereotypes, it has not progressed enough to appropriately reflect the dignity, respect and warmth that we stand for today.
Quaker worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.
The commitment we’re making is a reflection of our broader PepsiCo values of diversity and inclusion and support of the Black community.”