Aunt Jemima products are going to vanish from shelves this month.
Quaker Oats has officially retired the controversial pancake mix and syrup branding.
Aunt Jemima will be replaced with the Pearl Milling Company name and logo on the former brand's new packaging.
The brand has long been criticized as a racist caricature, and the company began planning to rebrand after the killing of George Floyd and subsequent protests of last summer.
The new name comes from a milling company in St. Joseph, Missouri, where the self-rising pancake mix that became known as Aunt Jemima originated from 130-odd years ago.
The company unveiled a redesigned website for its line of Aunt Jemima products on Tuesday, announcing proudly, "It is the start of a new day: Aunt Jemima is now Pearl Milling Company," at the top of the website.
"Last June, PepsiCo and The Quaker Oats Company made a commitment to change the name and image of Aunt Jemima, recognizing that they do not reflect our core values," the website also said.
The pancake mix and syrup’s new packaging features a rendering of a mill with a water wheel and still uses the same red, white and yellow color scheme.
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