Mrs. Butterworth's

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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 understand that our efforts help to eliminate ethnic discrimination, so we've begun a systematic brand and packaging review 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.