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Aunt Jemima Rebranded as Pearl Milling Company and Removed the African American Woman From Their Packaging in 2020
| Claim: | Aunt Jemima Rebranded as Pearl Milling Company and Removed the African American Woman From Their Packaging in 2020 |
|---|---|
| Rating: |
True
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| Finding: | In June 2020, PepsiCo, the owner of the Aunt Jemima brand, rebranded the products to Pearl Milling Company. |
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COMPLETE REDPILL(true) |
In June 2020, PepsiCo, the owner of the Aunt Jemima brand, rebranded the products to Pearl Milling Company.
The Aunt Jemima character featured on product packaging was based on an enslaved “Mammy” archetype, and was a plump black woman wearing a headscarf who was a submissive servant. The brand had existed for more than 130 years. In the context of the name Aunt Jemima, the term “aunt” was a Southern form of addressing someone used with older slaves. “Mistress” was a form of address that they were denied, so “aunt” was used instead.
From the PR Newswire Summary:
“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today,” said Kroepfl. “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.”
Below are the old and new packaging for the products, as well as some older more historical ads from the past.
Old:
New:
Historical:
Links to Evidence:
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COMPLETE REDPILL(true) |