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

PHOTOS: Surrey rally supports Mona Wang, calls for wellness check reform

Security camera footage shows Wang being dragged, stepped on during RCMP wellness check at UBCO

Filming applications ‘coming in slowly’ to the City of Surrey

Netflix cancels ‘Sabrina’, but filming manager says new calls coming in to film in Cloverdale

‘Did anything good come out of my son’s overdose death?’ – South Surrey mom

Maggie Plett says action still needed on recovery homes

COVID-19: Daily update on the pandemic in Surrey, White Rock and beyond

JULY 11: B.C.’s COVID-19 job recovery led by tourism, finance

Woman sexually assaulted, robbed near Surrey SkyTrain station: RCMP

Police say the incident happened July 10, just after 11 p.m.

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

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

B.C. Ferries increasing passenger capacity after COVID-19 restrictions

Transport Canada 50-per-cent limit being phased out, no current plans to provide masks

Once-in-a-lifetime comet photographed soaring over Abbotsford

Photographer Randy Small captures Comet NEOWISE in early-morning sky

Amber Alert for two Quebec girls cancelled after bodies found

Romy Carpentier, 6, Norah Carpentier, 11, and their father, Martin Carpentier, missing since Wednesday

Bringing support to Indigenous students and communities, while fulfilling a dream

Mitacs is a nonprofit organization that operates research and training programs

B.C. man prepares to be first to receive double-hand transplant in Canada

After the surgery, transplant patients face a long recovery

Grocers appear before MPs to explain decision to cut pandemic pay

Executives from three of Canada’s largest grocery chains have defended their decision to end temporary wage increases

Man shot dead in east Abbotsford suburbs

Integrated Homicide Investigative Team called to investigate

RCMP ‘disappointed’ by talk that race a factor in quiet Rideau Hall arrest

Corey Hurren, who is from Manitoba, is facing 22 charges

Most Read

l -->