June 18, 2020
In the spirit of Black Lives Matter, Quaker Oats—the manufacturer of the syrup and pancake brand, Aunt Jemima, has acknowledged that the brand’s origins were “based on a racial stereotype.” The company now intends to change the name and image on its packaging, The New York Times reports.
The brand, founded in 1889, is built on images of a black female character that often been have been seen as a symbol of slavery. Aunt Jemima has gone through several redesigns; pearl earrings and a lace collar were added in 1989.
On Wednesday, Quaker Oats, which is owned by PepsiCo, said that it was taking “a hard look at our portfolio of brands” as it works “to make progress toward racial equality through several initiatives.”
The packaging changes, which were first reported by NBC, will begin to appear toward the end of this year, with the name change coming soon after.
“Whle work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough,” said Kristin Kroepfl, Quaker’s chief marketing officer, in a statement.
The Aunt Jemima brand was inspired by a minstrel song called “Old Aunt Jemima” and was once described by Riché Richardson, an associate professor of African-American literature at Cornell University, as “an outgrowth of Old South plantation nostalgia and romance grounded in an idea about the ‘mammy,’ a devoted and submissive servant who eagerly nurtured the children of her white master and mistress while neglecting her own.”
Last week, the glorified depiction of slavery in “Gone With the Wind,” which included a portrayal of an affable black character named Mammy, led HBO Max to temporarily remove the film from its catalog–before bringing it back with an explanatory forward, the Times notes.
Quaker Oats said in its statement that Aunt Jemima’s marketing had “evolved over time with the goal of representing loving moms from diverse backgrounds who want the best for their families,” but that it would gather more perspectives internally and from the black community to further shape the brand.
Research contact: @nytimes