The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times. (Associated Press)

Aunt Jemima brand retired by Quaker due to racial stereotype

The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times

Quaker Oats is retiring the 131-year-old Aunt Jemima brand, saying the company recognizes the character’s origins are “based on a racial stereotype.”

Just hours later, the owner of the Uncle Ben’s brand of rice says the brand will “evolve” in response to concerns about racial stereotyping.

Quaker, which is owned by PepsiCo, said it’s overhauled pancake mix and syrup will hit shelves by the fourth quarter of 2020. The company will announce the new name at a later date.

“We recognize Aunt Jemima’s origins are based on a racial stereotype,” said Kristin Kroepfl of Quaker Foods North America. “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.”

The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times, but the brand could not shake its history of racial stereotypes and connections to slavery. By 1989, Aunt Jemima had lost weight, abandoned her kerchief and looked more like a typical modern housewife. But the image and brand tweaks over the years were apparently not enough.

“The reputation of that brand, now more than 130 years old, was built on a racial and cultural stereotype that is widely regarded as offensive,” said James O’Rourke, professor of management at the University of Notre Dame’s Mendoza College of Business. “Brand managers have been aware of that for years and have tried, largely through incremental updates to the character’s image on the packaging, to modernize how she is seen. The headscarf is gone, they’ve added a lace collar, pearl earrings. But the effect, because of the name, is the same.”

PepsiCo also announced a five-year, $400 million initiative “to lift up black communities and increase black representation at PepsiCo.”

Caroline Sherman, a spokeswoman for Mars, which owns Uncle Ben’s, says the company is listening to the voices of consumers, especially in the black community, and recognizes that now is the right time to evolve the brand, including its visual identity.

In the wake of the police killing of George Floyd in Minneapolis, activists and consumers have demanded that companies take a stand against racial injustice or lose their business. The singer Kirby posted a TikTok video called “How to Make a Non Racist Breakfast” explaining some of the backstory of the Aunt Jemima brand. That video went viral.

Land O’Lakes announced earlier this year that it would no longer use the Native American woman who had graced its packages of butter, cheese and other products since the late 1920s.

Matt Ott, The Associated Press

Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

racism

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Back in Time

Historical Perspective

YCS receives support from Interior Savings’ relief fund

Money will go toward food programs and new technology to improve operations

VIA Rail lays off 1,000 unionized workers across the country

Northern B.C. route Jasper to Prince George to Prince Rupert is not affected by VIA Rail layoffs

One of the unsung heroes that make Clearwater tick

“She is a networker and she knows how to build a great team.”

B.C. sees 25 new COVID-19 cases, community exposure tracked

One death, outbreaks remain in two long-term care facilities

VIDEO: Vancouver Island cat missing 18 months reunited with family

Blue the cat found at Victoria museum 17 kilometres from home

COVID-19 cases identified in Kelowna, after public gatherings

Those who were downtown or at the waterfront from June 25 to July 6 maybe have been exposed to COVID-19.

VIDEO: Alberta man rescues baby eagle believed to be drowning in East Kootenay lake

Brett Bacon was boating on a lake in Windermere when he spotted the baby eagle struggling in the water

Conservationists raise concerns over state of care for grizzly cubs transferred to B.C. zoo

‘Let them be assessed now before their fate is sealed,’ urges B.C. conservationist Barb Murray

B.C.’s COVID-19 job recovery led by tourism, finance minister says

Okanagan a bright spot for in-province visitor economy

National Kitten Day aka the ‘purrfect’ day to foster a new friend

July 10 marks National Kitten Day, a special day to celebrate all things kittens

Lower Mainland YouTubers claim to be Kelowna display toilet ‘poopers’

RCMP can not speak to legitimacy of video, will be investigating

Haida matriarchs occupy ancient villages as fishing lodges reopen to visitors

‘Daughters of the rivers’ say occupation follows two fishing lodges reopening without Haida consent

Most Read