Quaker Oats announced on Wednesday that they will be rebranding their flagship syrup, Aunt Jemima, as protests for racial equality continue.
Aunt Jemima has been around since 1889 and it’s branding reflected a different time according to a release from the company. The image of Aunt Jemima has been updated many times over the years but it has always been a black woman that the company says was “based on a racial stereotype.”
“While 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 Oat’s Chief Marketing Officer, in a statement.
Quaker Oats is a division of PepsiCo who recently said they are taking “a hard look at our portfolio of brands”.
Products branded as Aunt Jemima including syrups, pancake mixes, and others will begin to be phased out immediately.
The company intends to continue making the same products but they will be marketed as a new brand and name.
Aunt Jemima was inspired by the song “Old Aunt Jemima” by Rich Richardson which has been criticized for looking at aspects of slavery with a lens of nostalgia that is inappropriate.
