Aunt Jemima

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Aunt Jemima logo.png

Aunt Jemima is brand of breakfast foods contains pancake mix, syrup, and others owned by PepsiCo. In 1889, Aunt Jemima pancake mix was marketed as the first ready-mixed pancake mix. It had been one of the most well-known brands in American history by 1915, and it had inspired US trademark law.

Racial Issue

Aunt Jemima.jpg

At the 1893 World's Columbian Exposition in Chicago, Nancy Green played Aunt Jemima, one of the first Black business models in the United States. Following that, dozens of actors were recruited by publicity companies to play the part of the first coordinated promotional marketing program.

Aunt Jemima is modeled after the enslaved "Mammy" stereotype. The character has been chastised for being an example of oppressed African American women and a racist stereotype since its release. "Aunt Jemima" is a feminine variant of the offensive epithet "Uncle Tom" that is often used.[1]

Aunt Jemima Old.png
Aunt Jemima new package.png

Rebranding

PepsiCo revealed on June 17, 2020 that the Aunt Jemima brand, which has been around for over 130 years, will be phased out "to make strides toward racial equality."

PepsiCo will delete the logo of Aunt Jemima and change the brand name as part of its effort to reform and recognize that the brand's roots were based on an ethnic stereotype. Although efforts have been made over the years to update the brand in a way that is both fitting and respectful.

"PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together when we accept the full spectrum of humanity." Our reforms are in step with PepsiCo's attempts to promote racial equality, and they will help the 130-year-old company succeed in the future. These efforts are part of PepsiCo's larger commitment to walk the talk of a leading company and contribute to structural progress. People, Industry, and Societies are the three foundations on which the operations are focused. "Learn more about PepsiCo's racial equality initiatives here," PepsiCo said in a tweet about the rebranding of Aunt Jemima.[2]

The image of Aunt Jemima has been deleted from the current packaging, and the new name will be introduced in 2021, according to PepsiCo.

Support to Black Community

PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together because we accept the broad spectrum of humanity. In that vein, the Aunt Jemima brand will donate a minimum of $5 million over the next five years to help and involve the Black community in positive ways.[3]

When the nation recognizes structural bias in industry and culture, some of America's oldest and most well-known luxury products are being scrutinized. Following the demonstrations triggered by the police killing of George Floyd in Minneapolis in May 2020, several businesses have contributed funds, vowed to increase hiring of Black employees, and taken other measures to help the Black community.[4]

External Link

Read official announcement from PepsiCo

References

  1. Aunt Jemima. Retrieved December 26, 2020.
  2. PepsiCo. Retrieved December 26, 2020.
  3. Aunt Jemima Brand To Remove Image From Packaging And Change Brand Name, prnewswire.com, 27 June 2020. Retrieved December 26, 2020.
  4. Syrup brand Aunt Jemima to get new name as PepsiCo concedes 'racial stereotype', The Business Times, 18 June 2020. Retrieved Decemeber 26, 2020.