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PepsiCo. Rebrands Aunt Jemima As Pearl Milling Company, Coming June 2021


unt Jemima will soon become a relic of the past.

The pancake brand’s parent company, PepsiCo, Inc., announced it is rebranding Aunt Jemima to Pearl Milling Company.

In a press release issued Tuesday, the food and beverage giant revealed the line of pancake mix and syrup will maintain its signature red color alongside the new brand name and logo, but it will have no reference to the Aunt Jemima brand.

Aunt Jemima had first been introduced in the late 1880s as the first ready-mix pancake flour. The brand featured a fictional African American character, who is thought to be based on early spokeswomen who were formerly enslaved, according to the Associated Press.

Through the years, critics have vocalized their displeasure with the Aunt Jemima brand and have compared the character to a “mammy” caricature, which has also fallen in line with the pancake line’s origins considering historians have revealed the brand was introduced at minstrel shows.

The Quaker Oat Company – also now owned by PepsiCo – purchased Aunt Jemima in 1925 and has updated the character’s image multiple times to “remove racial stereotypes that dated back to the brand origins.”

However, it wasn’t until June 2020 that the company announced it would transition from the Aunt Jemima name and likeness on packaging.

Similarly, two months before that, the butter company Land O’Lakes removed its iconic Native American character from its logo and packaging after calls for racial sensitivity.

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