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

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

Kelowna Rockets face off against the Vancouver Giants at Prospera Place, Kelowna, on January 26, 2020. (Marissa Baecker/Kelowna Rockets)
‘Joy for the players’; Kelowna Rockets staff react to season restart

WHL players set to arrive in Kelowna, Kamloops March 13 to begin 48-day, 24-game season

Kelowna General Hospital (File photo)
Second death reported in Kelowna General Hospital COVID-19 outbreak

A total of seven cases have been identified at the hospital: six patients and one staff

A nurse performs a test on a patient at a drive-in COVID-19 clinic in Montreal, on Wednesday, October 21, 2020. THE CANADIAN PRESS/Paul Chiasson
36 new cases of COVID-19, one death in Interior Health

The number of active cases in the region is at 366

Mussel inspection sit set up at B.C.-Alberta border. (Contributed)
Okanagan Basin Water Board calls for stronger invasive mussel protection

Letter sets out six recommendations for environment minister George Heyman to consider

(BCCDC)
42 cases of COVID-19 in the Central Okanagan last week

Officials have identified almost 3,000 cases of the virus in the Central Okanagan throughout the pandemic

B.C. Health Minister Adrian Dix and provincial health officer Dr. Bonnie Henry head for the B.C. legislature press theatre to give a daily update on the COVID-19 pandemic, April 6, 2020. (B.C. government)
B.C. nears 300,000 COVID-19 vaccinations, essential workers next

564 new cases, four deaths, no new outbreaks Thursday

The B.C. Supreme Court ruled Feb. 26 that the estate of deceased Sooke man and Hells Angels prospect Michael Widner is to be divided between his wife and his secret spouse. (Black Press Media file photo)
Estate of deceased Vancouver Island Hells Angels prospect to be divided between wife and secret spouse

Michael Widner’s 2017 death left a number of unanswered questions

This Dec. 2, 2020 photo provided by Johnson & Johnson shows vials of its Janssen subsidiary’s COVID-19 vaccine in the United States. THE CANADIAN PRESS/AP-Johnson & Johnson via AP
Canada approves Johnson & Johnson’s 1-shot COVID-19 vaccine

It is the 4th vaccine approved in Canada and the 1st that requires just a single dose

Walter Gretzky father of hockey hall-of-famer Wayne Gretzky waves to fans as the Buffalo Sabres play against the Toronto Maple Leafs during third period NHL hockey action in Toronto on Tuesday, Jan. 17, 2017. THE CANADIAN PRESS/Nathan Denette
Walter Gretzky, father of the Great One, dies at 82

Canada’s hockey dad had battled Parkinson’s disease and other health issues

Riverside Centre includes a theatre hosting local plays, visiting musicians and dance troupes. It is also used for community events such as public meetings and fundraisers. Photo Town of Princeton
Join Black Press Media and Do Some Good
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

COVID-19 numbers provided by Interior Health show Salmon Arm and Revelstoke in the 200-plus range from January 2020 to February 2021 while Vernon, with a larger population, tallied more than 600 over the 14 months. (BC Centre for Disease Control map)
14 months of COVID-19 data show Kamloops cases doubling Vernon’s

Jan. 1, 2020 to Feb. 28, 2021: 605 cases reported for Vernon, 243 for Salmon Arm, 1,246 for Kamloops

Penticton Fire Department pulled a kayaker from Okanagan Lake on Wednesday after he had fallen out of his boat and called 911. The man was taken to the hospital for treatment. (Western News - File)
Kayaker rescued from Okanagan Lake after falling in and calling 911

The Penticton Fire Department’s Marine Rescue pulled him out suffering from severe cold

The Greater Vernon Chamber of Commerce’s general manager Dan Proulx, left, hosted a virtual Official Opposition town hall meeting with Shadow Cabinet Minister Small Business Pat Kelly, right, and North Okanagan-Shuswap MP Mel Arnold March 3, 2021. (Screenshot)
Tourism key to business recovery in North Okanagan-Shuswap: MP

Easing travel restrictions, limiting taxation and debt management critical to COVID-19 economic recovery

Most Read