Aunt Jemima’s Retires As Food Brands Acknowledge Racist Stereotypes

After over 130 years, Aunt Jemima’s brand and logo, based on a racial stereotype, will officially be retired.

Photo: Mike Mozart // Flickr

Quaker Foods, who owns the brand of syrups and other breakfast products, made the announcement in a press release. In the statement, Quaker Foods North America VP and Chief Marketing Officer Kristin Kroepfl acknowledged the racial origins of the brand, saying that “while work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”

The Aunt Jemima logo is based on an economic and racial stereotype has long been used against Black communities in the United States. A caricature of African American women, it has been used across time to claim that Black women were “happy to be slaves” or “only fit to be domestic workers,” as put by an essay on the stereotype by Ferris State University.

Both the logo and the name have been used since 1889, based on a song from a minstrel’s skit that included the caricature. Editorials from papers like the New York Times have called for getting rid of the logo and name for years, and amidst the current global Black Lives Matter protests, the conversation has been enough to finally convince Quaker Oats to rework the brand.

In the last quarter of 2020, bottles of the syrup will have the logo removed and the name reworked to something currently unknown. Meanwhile, Quaker’s decision to retire the Aunt Jemima Brand has led other products who brand on racial stereotypes, like Uncle Ben’s and Mrs. Butterworth’s, to overhaul their logos and packaging as well.

More content

Culture
California Dairies Cut Methane Emissions By 5 Million Tons, Nearing Climate Goal
California’s dairy sector has reached a monumental milestone in sustainable farming with its announcement in reducing methane emissions by 5 million metric tons annually. This…
,
CultureProducts
Heinz Names DJ Mustard Chief Mustard Officer, Drops First New Flavor in 10 Years
This summer, Heinz and Mustard (the producer, not the condiment) are reteaming for a limited-edition HEINZ MUSTAAAAAARD.  A smoky and sweet chipotle honey mustard with…
,
CultureProducts
Thailand’s Signature Orange Thai Tea May Lose Its Color—Here’s Why
Countries the world over are moving away from artificial food coloring. For example, in the US, RFK Jr. has declared war on Citrus Red No.…
,
Burger
We Deliver!

Enter your email address below and we'll deliver our top stories straight to your inbox