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Report: ‘Racial stereotype’ Aunt Jemima brand to get new name, makeover

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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,” NBC News reported.

The 131-year-old brand features a black woman named Aunt Jemima, who was originally dressed as a minstrel character.

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“We recognize Aunt Jemima’s origins are based on a racial stereotype,” Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a press release. “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.”

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.

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But Quaker, a subsidiary of PepsiCo, said removing the image and name is part of an effort by the company “to make progress toward racial equality.”

“We are starting by removing the image and changing the name. We will continue the conversation by 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.”

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.


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