It’s official! The Aunt Jemima brand will soon be a thing of the past.
PepsiCo (PEP) announced the name change of its popular pancake mix and syrup brand to Pearl Milling Company.
The snacking and beverage company made the announcement on Tuesday, finally retiring the racist stereotype that has adorned its pancake mixes and syrups for decades.
“We recognize Aunt Jemima’s origins are 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, vice president and chief marketing officer at Quaker Foods North America.
The more than 130-year-old brand logo, came under fire amid an international debate over racism and racial inequality last year.
For the unfamiliar, the smiling Aunt Jemima logo was inspired by the 19th century character, a Black woman content to serve her white masters.
"We are starting a new day with Pearl Milling Company," a PepsiCo spokesperson said. "A new day rooted in the brand's historic beginnings and its mission to create moments that matter at the breakfast table."
When coming up with the new name, Quaker said it worked "to gather broad perspectives and ensure the new brand was developed with inclusivity in mind."
The news comes after PepsiCo said it would invest more than $400 million over five years to support black communities and boost black representation at the company.
To learn more about the brand, we highly recommend this educational and detailed history.
