Aunt Jemima to be rebranded because it's 'based on a racial stereotype,' Quaker Oats says


A free daily digest of the biggest news stories of the day - and the best features from our website
Thank you for signing up to TheWeek. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.
Quaker Oats is taking Aunt Jemima out of the mix.
The company announced on Wednesday that it will rename its 130-year-old brand of syrup and pancake mix, Aunt Jemima, and remove the image because its "origins are based on a racial stereotype," NBC News reports.
"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," Kristin Kroepfl, Quaker Foods North America's vice president and chief marketing officer, said.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
NBC notes Aunt Jemima was "originally dressed as a minstrel character," though the image has since changed. Cornell University associate professor Riché Richardson wrote in The New York Times in 2015 that the brand should be retired, as its "very much linked to Southern racism" and the logo was "an outgrowth of Old South plantation nostalgia and romance grounded in an idea about the 'mammy,' a devoted and submissive servant who eagerly nurtured the children of her white master and mistress while neglecting her own." As Richardson noted, the logo's inspiration was the minstrel song "Old Aunt Jemima."
Kroepfl said per Adweek that while "work has been done over the years to update the brand in a manner intended to be appropriate and respectful," the company realizes that "those changes are not enough." Quaker Oats hasn't unveiled the updated image or name, but the new packaging will reportedly appear in stores this fall, and Kroepfl added that the company will be "gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry."
Continue reading for free
We hope you're enjoying The Week's refreshingly open-minded journalism.
Subscribed to The Week? Register your account with the same email as your subscription.
Sign up to our 10 Things You Need to Know Today newsletter
A free daily digest of the biggest news stories of the day - and the best features from our website
Brendan is a staff writer at The Week. A graduate of Hofstra University with a degree in journalism, he also writes about horror films for Bloody Disgusting and has previously contributed to The Cheat Sheet, Heavy, WhatCulture, and more. He lives in New York City surrounded by Star Wars posters.
-
6 vibrant homes with art studios
Feature Featuring a six-bedroom home in Vermont and a rustic-modern house in California
By The Week Staff Published
-
Experts are worried about tuberculosis again
Speed Read The deadly disease regained its crown as the world's biggest infectious killer in October 2022
By Devika Rao Published
-
The daily gossip: Beyoncé is bringing the 'Renaissance' tour to movie theaters, Taylor Swift attends another Chiefs game with famous pals, and more
Feature The daily gossip: October 2, 2023
By Brendan Morrow Published
-
More than 2,000 dead following massive earthquake in Morocco
Speed Read
By Justin Klawans Published
-
Mexico's next president will almost certainly be its 1st female president
Speed Read
By Peter Weber Published
-
North Korea's Kim to visit Putin in eastern Russia to discuss arms sales for Ukraine war, U.S. says
Speed Read
By Peter Weber Published
-
Gabon's military leader sworn in following coup in latest African uprising
Speed Read
By Justin Klawans Published
-
Nobody seems surprised Wagner's Prigozhin died under suspicious circumstances
Speed Read
By Peter Weber Published
-
Western mountain climbers allegedly left Pakistani porter to die on K2
Speed Read
By Justin Klawans Published
-
'Circular saw blades' divide controversial Rio Grande buoys installed by Texas governor
Speed Read
By Peter Weber Published
-
Los Angeles city workers stage 1-day walkout over labor conditions
Speed Read
By Justin Klawans Published