The Aunt Jemima brand of syrup and pancake mix is getting a makeover in an effort "to make progress toward racial equality."
In a statement Wednesday, Quaker Oats said “Aunt Jemima’s origins are based on a racial stereotype” and that the longstanding brand will get a new name and packaging, NBC News reported.
The brand, which dates back to the 1890s, originally featured a black woman as a minstrel character. Although Aunt Jemima’s image has changed over the years, criticism that the brand perpetuated a racist stereotype has continued.
Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, acknowledged that criticism in a press release Wednesday, saying efforts to “update” Aunt Jemima to be “appropriate and respectful” haven’t been enough.
“We recognize Aunt Jemima’s origins are based on a racial stereotype," Kroepfl wrote. “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.”
The brand will get new packaging this fall and a new name at a later date, Kroepfl said.
Quaker Oats, which is owned by PepsiCo, bought the Aunt Jemima brand back in 1926. The logo is based on a "storyteller, cook and missionary worker" named Nancy Green, according to the company's website.
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