The Aunt Jemima brand of syrup and pancake mix will get a new name and image, Quaker Oats announced Wednesday, saying the company recognizes that “Aunt Jemima’s origins are based on a racial stereotype.”
The 130-year-old brand features a Black woman named Aunt Jemima, who was originally dressed as a minstrel character.
The picture has changed over time, and in recent years Quaker removed the “mammy” kerchief from the character to blunt growing criticism that the brand perpetuated a racist stereotype that dated to the days of slavery.
But Quaker, under the PepsiCo (NASDAQ:PEP) umbrella, said removing the image and name is part of an effort by the company "to make progress toward racial equality."
Quaker company officials said the company has worked to "update" the brand to be "appropriate and respectful" but it realized the changes were insufficient.
Aunt Jemima has faced renewed criticism recently amid protests across the nation and around the world sparked by the death of George Floyd in Minneapolis police custody.
People on social media called out the brand for continuing to use the image and discussed its racist history, with the topic trending on Twitter.
Quaker said the new packaging will begin to appear in the fall of 2020, and a new name for the foods will be announced at a later date.
The company also announced it will donate at least $5 million over the next five years "to create meaningful, ongoing support and engagement in the Black community."
PEP shares gained 85 cents to $132.52
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