Difference between revisions of "Mrs. Butterworth's"

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[[File:Mrs. Butterworth's Packaging.jpg|thumb]]
 
[[File:Mrs. Butterworth's Packaging.jpg|thumb]]
'''Mrs. Butterworth's''' is an American brand of syrups and pancake mixes that is owned by Conagra Brands. The syrups come in distinctive bottles shaped in the form of a matronly woman, Mrs. Butterworth. The syrup was introduced in 1961.<ref>[https://en.wikipedia.org/wiki/Mrs._Butterworth%27s Mrs. Butterworth's]. Retrieved December 26, 2020.</ref>
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'''Mrs. Butterworth's''' is an American brand of syrups and pancake mixes that owned by Conagra Brands. The syrups are packaged in distinctive bottles modeled like Mrs. Butterworth, a matronly lady. In 1961, the syrup was first introduced.<ref>[https://en.wikipedia.org/wiki/Mrs._Butterworth%27s Mrs. Butterworth's]. Retrieved December 26, 2020.</ref>
  
 
==Racial Issue==
 
==Racial Issue==
Weeks of global protests following the May 25 death of George Floyd have led to a reckoning in the business world. Within the span of less than 12 hours on Wednesday, [[Aunt Jemima]], [[Uncle Ben's]], and Mrs. Butterworth’s bowed to public pressure to confront the racist histories of their brands logo packaging.
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Following weeks of worldwide demonstrations following George Floyd's death on May 25, the corporate community has come to a decision. [[Aunt Jemima]], [[Uncle Ben's]], and Mrs. Butterworth's all surrendered to media outcry in less than 12 hours on Wednesday to fix the racial histories of their logo packaging.
  
Though there have been debates over Mrs. Butterworth’s race, some have associated the shape of the brand’s syrup bottles with the offensive "Mammy" racial caricature of stereotype for Black women.<ref>Tyko, Kelly. [https://www.usatoday.com/story/money/food/2020/06/17/mrs-butterworths-syrup-packaging-review-aunt-jemima-racial-bias/3209566001/ Conagra Brands reviewing Mrs. Butterworth's brand after Aunt Jemima, Uncle Ben's announcements], usatoday.com, 17 June 2020. Retrieved December 26, 2020.</ref> The image of the bottle and its dark color when filled with syrup has led it to be seen as a Black stereotype, the news outlet reported.<ref>Koop, Chacour.[https://www.miamiherald.com/news/nation-world/national/article243617182.html Mrs. Butterworth’s syrup says it will review branding due to racial bias concerns], miamiherald.com, 17 June 2020. Retrieved December 26, 2020.</ref>
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Despite disagreements over Mrs. Butterworth's ethnicity, some have linked the shape of the brand's syrup bottles to the derogatory "Mammy" racist image for Black women.<ref>Tyko, Kelly. [https://www.usatoday.com/story/money/food/2020/06/17/mrs-butterworths-syrup-packaging-review-aunt-jemima-racial-bias/3209566001/ Conagra Brands reviewing Mrs. Butterworth's brand after Aunt Jemima, Uncle Ben's announcements], usatoday.com, 17 June 2020. Retrieved December 26, 2020.</ref> According to the news outlet, the image of the bottle and its dark colour when loaded with syrup has contributed to it being seen as a Black stereotype.<ref>Koop, Chacour.[https://www.miamiherald.com/news/nation-world/national/article243617182.html Mrs. Butterworth’s syrup says it will review branding due to racial bias concerns], miamiherald.com, 17 June 2020. Retrieved December 26, 2020.</ref>
  
 
==Rebranding==
 
==Rebranding==
Mrs. Butterworth’s brand, including its syrup packaging, was intended to “evoke the images of a loving grandmother,the company recognizes how it may be perceived differently. “We understand that our actions help play an important role in eliminating racial bias and as a result, we have begun a complete brand and packaging review on Mrs. Butterworth’s,” Dan Skinner Conagra Brands Communications Manager Dan Skinner said.<ref>McEvoy, Jemima. [https://www.forbes.com/sites/jemimamcevoy/2020/06/17/mrs-butterworths-to-undergo-a-complete-brand-and-packaging-review-along-with-aunt-jemima-uncle-bens/?sh=4f6813615dc3 Mrs. Butterworth’s To Undergo A ‘Complete Brand And Packaging Review’ Along With Aunt Jemima, Uncle Ben’s], forbes.com, 17 June 2020. Retrieved December 26, 2020.</ref>
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Mrs. Butterworth's brand, and its syrup packaging, was designed to "evoke the memories of a caring grandma," but the organization knows how it can be misinterpreted. “We recognize that our activities contribute to the elimination of ethnic profiling, and as a result, we have started a comprehensive brand and packaging analysis of Mrs. Butterworth's,” says the Conagra Brands Communications' Dan Skinner.<ref>McEvoy, Jemima. [https://www.forbes.com/sites/jemimamcevoy/2020/06/17/mrs-butterworths-to-undergo-a-complete-brand-and-packaging-review-along-with-aunt-jemima-uncle-bens/?sh=4f6813615dc3 Mrs. Butterworth’s To Undergo A ‘Complete Brand And Packaging Review’ Along With Aunt Jemima, Uncle Ben’s], forbes.com, 17 June 2020. Retrieved December 26, 2020.</ref>
  
Trough the official press released by Conagra at June 17, 2020. The brand said will stand in solidarity with Black and Brown communities and recognize that the brand packaging may be interpreted in a way that is wholly inconsistent with their values. It's heartbreaking and unacceptable that racism and racial injustices exist around the world. Conagra promise will be part of the solution and willing to work together to progress toward change.
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Via Conagra's official press release dated June 17, 2020. The corporation announced that it would stand in unity with Black and Brown cultures, recognizing that the brand's packaging could be perceived in a manner that undermines their beliefs. Racism and social inequality happen all over the country, which is heartbreaking and unfair. Conagra has indicated that it will be a part of the solution and that it is able to cooperate in order to bring progress.
  
Yet nothing comes again to the surface regarding the update on packing review of Mrs. Butterworth’s until this article written.
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Nothing has surfaced since the last report on Mrs. Butterworth's packing analysis before this post was published.
  
 
==External Link==
 
==External Link==
Read Conagra official press release [https://www.conagrabrands.com/news-room/news-conagra-brands-announces-mrs-butterworths-brand-review-prn-122733 here]
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Read Conagra's official press release [https://www.conagrabrands.com/news-room/news-conagra-brands-announces-mrs-butterworths-brand-review-prn-122733 here]
  
 
==References==
 
==References==

Revision as of 13:12, 13 March 2021

Mrs. Butterworth's Packaging.jpg

Mrs. Butterworth's is an American brand of syrups and pancake mixes that owned by Conagra Brands. The syrups are packaged in distinctive bottles modeled like Mrs. Butterworth, a matronly lady. In 1961, the syrup was first introduced.[1]

Racial Issue

Following weeks of worldwide demonstrations following George Floyd's death on May 25, the corporate community has come to a decision. Aunt Jemima, Uncle Ben's, and Mrs. Butterworth's all surrendered to media outcry in less than 12 hours on Wednesday to fix the racial histories of their logo packaging.

Despite disagreements over Mrs. Butterworth's ethnicity, some have linked the shape of the brand's syrup bottles to the derogatory "Mammy" racist image for Black women.[2] According to the news outlet, the image of the bottle and its dark colour when loaded with syrup has contributed to it being seen as a Black stereotype.[3]

Rebranding

Mrs. Butterworth's brand, and its syrup packaging, was designed to "evoke the memories of a caring grandma," but the organization knows how it can be misinterpreted. “We recognize that our activities contribute to the elimination of ethnic profiling, and as a result, we have started a comprehensive brand and packaging analysis of Mrs. Butterworth's,” says the Conagra Brands Communications' Dan Skinner.[4]

Via Conagra's official press release dated June 17, 2020. The corporation announced that it would stand in unity with Black and Brown cultures, recognizing that the brand's packaging could be perceived in a manner that undermines their beliefs. Racism and social inequality happen all over the country, which is heartbreaking and unfair. Conagra has indicated that it will be a part of the solution and that it is able to cooperate in order to bring progress.

Nothing has surfaced since the last report on Mrs. Butterworth's packing analysis before this post was published.

External Link

Read Conagra's official press release here

References

  1. Mrs. Butterworth's. Retrieved December 26, 2020.
  2. Tyko, Kelly. Conagra Brands reviewing Mrs. Butterworth's brand after Aunt Jemima, Uncle Ben's announcements, usatoday.com, 17 June 2020. Retrieved December 26, 2020.
  3. Koop, Chacour.Mrs. Butterworth’s syrup says it will review branding due to racial bias concerns, miamiherald.com, 17 June 2020. Retrieved December 26, 2020.
  4. McEvoy, Jemima. Mrs. Butterworth’s To Undergo A ‘Complete Brand And Packaging Review’ Along With Aunt Jemima, Uncle Ben’s, forbes.com, 17 June 2020. Retrieved December 26, 2020.