Aunt Jemima

Portrait for @ash
by @ash
2020-06-17T11:50:18+00:00
Lifestyle • Food
Quaker Oats to remove Aunt Jemima brand, in effort to "make progress toward racial equality"
1951 ad for Aunt Jemima - America's Best-Loved Pancakes
1951 ad for Aunt Jemima - America's Best-Loved Pancakes Credit: Aunt Jemima / Public domain

In a statement on Wednesday, Quaker Oats announced the rebranding of their syrup and pancake mix brand as they recognised the image of Aunt Jemima as a racial stereotype. Aunt Jemima products feature an illustration of a black woman, first depicted as a minstrel and later as a "mammy" wearing a kerchief which was eventually removed.

Vice president and chief marketing officer Kristin Kroepfl said in a press release: "We recognize Aunt Jemima’s origins are based on a racial stereotype. As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations."