BUSINESS NEWS
Aunt Jemima brand to be renamed Pearl Milling Company with new syrup, pancake boxes coming in June
Kelly Tyko
| USA TODAY
Brands and teams under fire for perpetuating racial stereotypesSome brands are beginning to alter their names and logos as they face increasing pressure to diversify and combat racism.USA TODAYAunt Jemima is getting a new name. Quaker Oats is rebranding the venerable pancake brand as Pearl Milling Company.The PepsiCo-brand announced the new name and logo Tuesday, nearly eight months after the company said it would retire Aunt Jemima from packaging on its brand of syrup and pancake mixes because it was “based on a racial stereotype.”In June 2020, the breakfast brand announced plans to overhaul product imaging and change the name in the wake of renewed calls for racial equality. The Pearl Milling Company-branded pancake mixes, syrups, cornmeal, flour, and grits products are expected to start arriving in stores in June 2021. Products will continue to be available under the Aunt Jemima name without the character image until June, Pepsi said in a news release.Aldi expansion: Aldi opening new stores and expanding curbside pickup with Instacart to 500 more locations in 2021Zoom filters gone wrong: Zoom filters gone wrong: Lawyer tells judge ‘I’m not a cat’ during kitten filter mishapThe move, considered long overdue by experts, historians and some consumers, was the first in a series of rebranding announcements that grew to include Uncle Ben’s, Mrs. Butterworth’s, Cream of Wheat and Eskimo Pie.The first Aunt Jemima image was based on Kentucky native Nancy Green, a Civil War-era slave from Mount Sterling.Originally, Aunt Jemima was shown with a wide smile and wearing a bandanna in her hair, an image that faced criticism for years as it was accused of encouraging racist stereotypes. Quaker Oats bought the Aunt Jemima brand in 1925. And in 1989, the image was revamped, with the new model wearing pearl earrings with straightened curls.Uncle Ben’s parent company Mars Inc. unveiled the rice brand’s new name last September: Ben’s Original. At the time, Mars said packaging with the new name will hit stores next year.The new Pearl Milling Company products will make a reference to the old brand, according to the imaging PepsiCo released. They say, “New name, same great taste, Aunt Jemima.”Follow USA TODAY reporter Kelly Tyko on Twitter: @KellyTyko
