Aunt Jemima and Uncle Ben Will Be Rebranded

The civil unrest and global discussions on race relations have prompted some much-needed changes for major corporations. The following information comes from NPR.

Quaker Oats and PepsiCo advised that the pancake and syrup brand will remove its image of Aunt Jemima and change its name. Acknowledging the racist stereotype that dates back to slavery in the antebellum south, the parent companies have confirmed that this change will begin throughout the fourth quarter of 2020. The Chief Marketing Officer at Quaker Oats North America, Kristin Kroepfl, advised the following:

“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.”

Quaker Oats and PepsiCo will also “donate a minimum of $5 million over the next five years to create meaningful, ongoing support and engagement in the Black community.”

Food Manufacturer Mars is also planning to change the Uncle Ben brand, including its brand identity. They advised the following:

As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices. As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do.

We don’t yet know what the exact changes or timing will be, but we are evaluating all possibilities.

To check out the full article, click here. If you have any additional information, feel free to comment below.

Until Next Time…


One Comment Add yours

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s