Aunt Jemima Getting a Name Change and New Image

On Wednesday, June 16, 2020, Quakers Oats announced the company is changing the name and image of Aunt Jemima that has been around for 130 years. The company stated it recognizes that the origins of the breakfast products are based on a racial stereotype.

The image on pancakes, waffles, and syrup features a Black woman named Aunt Jemima. She was originally dressed as a minstrel character. Over the years, the mammy kerchief was removed from her head. It was replaced with a plaid headband in 1968. Pearl earrings and a lace collar were added in 1989 for the woman to display a more modern image. Now the company thinks it is best to rename the product and give the packaging a new logo that is not offensive to any group of people.

Quaker, a subsidiary of PepsiCo, believes this is a step in the right direction for the company to make progress toward racial equality. Quaker said products with the new packaging will begin to appear in grocery stores in the fall of 2020. However, a new name for the foods will be announced at a later date.

Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a statement that Quaker has worked to update the Aunt Jemima brand to be both appropriate and respectful and to make sure that the brand reflects the values and meet the expectations of all consumers.

In addition to changing the packaging and giving the products a new name, Quakers also announced it will donate at least $5 million over the next five years "to create meaningful, ongoing support and engagement in the Black community."

Why the Sudden Change?

Aunt Jemima's pancake mix and syrup have existed since 1889. When protests around the nation began after the death of George Floyd in Minneapolis, people on social media criticized Quaker for having a racist brand. The conversation was trending on Twitter. The consensus was that the image was offensive.

"Aunt Jemima" is often used as a derogatory name. It is a "mammy archetype" and refers to a Black woman who works as a maid. Her duties are cleaning the house and cooking for white families. She makes sure the children are clean and fed while neglecting her own children. The mammy was usually portrayed as an older overweight woman with dark skin. Aunt Jemima was a stereotype of the south that many people interpreted as racist.

Other Products Expected to Be Renamed

As of now, two other companies have announced they have plans to change their identity. Mars Inc., the maker of Uncle Ben's rice, also announced on Wednesday, June 16 that it has plans to "evolve the Uncle Ben's brand."

Uncle Ben's rice was first marketed in 1943. It was the top-selling rice in the United States from 1950 until the 1990s. Today, Uncle Ben's products are sold worldwide. Like Aunt Jemima, Uncle Ben's packaging and logo will change. Uncle Ben is depicted as an older Black man. He is not dressed as if he is a slave like Aunt Jemima. He is wearing a dark suit, a white shirt and a bow tie. He is smiling on the box of rice. The titles "uncle" and "aunt" are stereotypes of slaves.

Mrs. Butterworth is not depicted as a Black woman, but ConAgra Brands is reviewing the package and logo after the Aunt Jemima and Uncle Ben's announcements. The company said in a statement that it stands in solidarity with black and brown communities and can see how their packaging may be interpreted as racist.

In the future, the nation's breakfast tables will look a whole lot different from what they have looked like in the past. However, the taste of the breakfast products is not expected to change.