June 17, 2020

GOODBYE! Aunt Jemima Brand & Logo To Be Retired!

Black Lives Matter News Politics
GOODBYE! Aunt Jemima Brand & Logo To Be Retired!

For 130 years, Aunt Jemima was known as one of the most recognizable brands for syrup and pancakes.

Today (June 17), Quaker Oats which is owned by PepsiCo announced that the controversial name and figure will now be rebranded due to the offensive stereotype. Aunt Jemima was originally modeled after a minstrel character and has gone through many evolutions throughout the years.

In a press release, vice president and chief marketing officer of Quaker Foods North America Kristin Kroepfl wrote the following announcement as obtained by NBC News:

“We recognize Aunt Jemima’s origins are based on a racial stereotype. As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations.”

Their decision comes following backlash from many on social media about the origins of the famed syrup company. A new brand and logo is expected to be revealed in the fall.



The brand will also donate $5 million over the next five years to “create meaningful, ongoing support and engagement in the Black community.”